To get into the consumer’s mind, you have to sacrifice.
AL RIESBrand leadership, of course. Leadership is the single most important motivating factor in consumer behavior.
More Al Ries Quotes
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Your brand’s power lies in dominance.
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You need to allow enough time for this forgetting to take place
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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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After a slow buildup, people become convinced that they have known about the brand forever.
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A brand should strive to own a word in the mind of the consumer.
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Positioning is not what you do to a product.
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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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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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Positioning is what you do to the mind of the prospect.
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It’s better to be first in the mind than to be first in the marketplace.
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The most powerful concept in marketing is owning a word in the prospects mind.
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An attribute that nobody else already owns in your category.
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The Internet is the ultimate in brand-centered buying.
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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.
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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.
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