Advertising is the way great brands get to be great brands.
AL RIES
But with a laser, you can drill a hole in a diamond or wipe out cancer.
More Al Ries Quotes
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Advertising is the way great brands get to be great brands.
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The essence of positioning is sacrifice.
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But with a laser, you can drill a hole in a diamond or wipe out cancer.
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Each year we send more and receive less.
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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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Brand leadership, of course. Leadership is the single most important motivating factor in consumer behavior.
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Positioning is how you differentiate yourself in the mind of the prospect.
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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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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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The best way to make news is to announce a new category, not a new product.
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It is better to have 50% of one market, instead of 10% of five markets.
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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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Successful brands get into the mind slowly. A blurb in a magazine. A mention in a newspaper. A comment from a friend. A display in a retail store.
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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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The Law of the Generic: One of the fastest routes to failure is giving a brand a generic name.
AL RIES