Customers want brands that are narrow in scope and distinguishable by a single word, the shorter the better.
AL RIESA successful branding program is based on the concept of singularity.
More Al Ries Quotes
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You have to reduce the essence of your brand to a single thought or attribute.
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A brand should strive to own a word in the mind of the consumer.
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Successful brands get into the mind slowly. A blurb in a magazine. A mention in a newspaper. A comment from a friend. A display in a retail store.
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Branding is simply a more efficient way to sell things.
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Changing the direction of a large company is like trying to turn an aircraft carrier.
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The best way to make news is to announce a new category, not a new product.
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The new product, if it’s going to be successful, is going to require a new name. New ladder, new name. It’s as simple as that.
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A laser is a weak source of energy. A laser takes [only] a few watts of energy and focuses them in a coherent stream of light.
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A successful branding program is based on the concept of singularity.
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Positioning is not what you do to a product.
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A branding program should be designed to differentiate your cow from all the other cattle on the range.
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Each year we send more and receive less.
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What should a brand leader advertise?
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IBM didn’t invent the computer; Sperry Rand did. But IBM was the first to build the computer position in the prospect’s mind.
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Marketing is not selling. Marketing is building a brand in the mind of the prospect.
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