Customers want brands that are narrow in scope and distinguishable by a single word, the shorter the better.
AL RIESIf you can build a powerful brand, you will have a powerful marketing program.
More Al Ries Quotes
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Positioning is what you do to the mind of the prospect.
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Each year we send more and receive less.
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It’s the first company to build the mental position that has the upper hand, not the first company to make the product.
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Today, communication itself is the problem. We have become the world’s first overcommunicated society.
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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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Changing the direction of a large company is like trying to turn an aircraft carrier.
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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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Strategy and timing are the Himalayas of marketing. Everything else is the Catskills.
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War and marketing have many similarities.
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You have to reduce the essence of your brand to a single thought or attribute.
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Brand leadership, of course. Leadership is the single most important motivating factor in consumer behavior.
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THE LAW OF THE CONTRACTION: A brand becomes stronger when you narrow its focus.
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But with a laser, you can drill a hole in a diamond or wipe out cancer.
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When a really new product comes along, it’s almost always a mistake to hang a well-known name on it.
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Branding is simply a more efficient way to sell things.
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