It is better to have 50% of one market, instead of 10% of five markets.
AL RIESBut with a laser, you can drill a hole in a diamond or wipe out cancer.
More Al Ries Quotes
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A successful branding program is based on the concept of singularity.
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The best way to make news is to announce a new category, not a new product.
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Advertising is the way great brands get to be great brands.
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The crucial ingredient in the success of any brand is its claim to authenticity.
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If you can build a powerful brand, you will have a powerful marketing program.
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THE LAW OF THE CONTRACTION: A brand becomes stronger when you narrow its focus.
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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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Everyone is interested in what‘s new. Few people are interested in what‘s better.
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Marketing is not selling. Marketing is building a brand in the mind of the prospect.
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What’s your brand? If you can’t answer that question about your own brand in two or three words, your brand’s in trouble.
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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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The essence of positioning is sacrifice.
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It’s better to be first in the mind than to be first in the marketplace.
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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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You must be willing to give up something in order to establish that unique position.
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