It creates in the mind of the prospect the perception that there is no product on the market quite like your product.
AL RIES
A successful branding program is based on the concept of singularity.
More Al Ries Quotes
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It creates in the mind of the prospect the perception that there is no product on the market quite like your product.
AL RIES -
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.
AL RIES -
It takes a mile before anything happens. And if it was a wrong turn, getting back on course takes even longer.
AL RIES -
Positioning is not what you do to a product.
AL RIES -
When a really new product comes along, it’s almost always a mistake to hang a well-known name on it.
AL RIES -
But with a laser, you can drill a hole in a diamond or wipe out cancer.
AL RIES -
It is better to have 50% of one market, instead of 10% of five markets.
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The next generation product almost never comes from the previous generation.
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Good things happen when you narrow your focus.
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A successful branding program is based on the concept of singularity.
AL RIES -
Customers want brands that are narrow in scope and distinguishable by a single word, the shorter the better.
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A brand should strive to own a word in the mind of the consumer.
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Today, communication itself is the problem. We have become the world’s first overcommunicated society.
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To get into the consumer’s mind, you have to sacrifice.
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The Law of the Generic: One of the fastest routes to failure is giving a brand a generic name.
AL RIES -
The crucial ingredient in the success of any brand is its claim to authenticity.
AL RIES