An attribute that nobody else already owns in your category.
AL RIESA successful branding program is based on the concept of singularity.
More Al Ries Quotes
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Positioning is how you differentiate yourself in the mind of the prospect.
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Brand leadership, of course. Leadership is the single most important motivating factor in consumer behavior.
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Each year we send more and receive less.
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The next generation product almost never comes from the previous generation.
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Everyone is interested in what‘s new. Few people are interested in what‘s better.
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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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Marketing is not selling. Marketing is building a brand in the mind of the prospect.
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The most powerful concept in marketing is owning a word in the prospects mind.
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Even if all the cattle on the range look pretty much alike.
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Positioning is what you do to the mind of the prospect.
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You need to allow enough time for this forgetting to take place
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The real barrier (to building a brand) is the human mind.
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It is better to have 50% of one market, instead of 10% of five markets.
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It normally takes decades to build a brand because it takes decades to penetrate the gray matter in between your ears.
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If you can build a powerful brand, you will have a powerful marketing program.
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