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.
AL RIESA successful branding program is based on the concept of singularity.
More Al Ries Quotes
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A brand should strive to own a word in the mind of the consumer.
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Marketing is not selling. Marketing is building a brand in the mind of the prospect.
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Everyone is interested in what‘s new. Few people are interested in what‘s better.
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Positioning is how you differentiate yourself in the mind of the prospect.
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The Internet is the ultimate in brand-centered buying.
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If you want to build a brand, you must focus your branding efforts on owning a word in the prospect’s mind. A word that nobody else owns.
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It is better to have 50% of one market, instead of 10% of five markets.
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An attribute that nobody else already owns in your category.
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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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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’T then all the advertising, fancy packaging, sales promotion and public relations in the world won’t help you achieve your objective.
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Only brand names register in the mind… What you should generally do is take a regular word and use it out of context to connote the primary attribute of your brand.
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Branding is simply a more efficient way to sell things.
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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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Marketing is what a company is in business to do. Marketing is a company’s ultimate objective.
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