The crucial ingredient in the success of any brand is its claim to authenticity.
AL RIESA successful branding program is based on the concept of singularity.
More Al Ries Quotes
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To get into the consumer’s mind, you have to sacrifice.
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It normally takes decades to build a brand… It’s the forgetting of the old truth that allows a person to accept a new truth.
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Marketing is not selling. Marketing is building a brand in the mind of the prospect.
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Customers want brands that are narrow in scope and distinguishable by a single word, the shorter the better.
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Today, communication itself is the problem. We have become the world’s first overcommunicated society.
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After a slow buildup, people become convinced that they have known about the brand forever.
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Changing the direction of a large company is like trying to turn an aircraft carrier.
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It’s better to be first in the mind than to be first in the marketplace.
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It is better to have 50% of one market, instead of 10% of five markets.
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Marketing is what a company is in business to do. Marketing is a company’s ultimate objective.
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The next generation product almost never comes from the previous generation.
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The real barrier (to building a brand) is the human mind.
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The most powerful concept in marketing is owning a word in the prospects mind.
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It takes a mile before anything happens. And if it was a wrong turn, getting back on course takes even longer.
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Brand leadership, of course. Leadership is the single most important motivating factor in consumer behavior.
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