A laser is a weak source of energy. A laser takes [only] a few watts of energy and focuses them in a coherent stream of light.
AL RIESEveryone is interested in what‘s new. Few people are interested in what‘s better.
More Al Ries Quotes
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Even if all the cattle on the range look pretty much alike.
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War and marketing have many similarities.
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To get into the consumer’s mind, you have to sacrifice.
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The reason is obvious. A well-known name got well-known because it stood for something. It occupies a position in the prospect’s mind. A really well-known name sits on the top rung of a sharply defined ladder.
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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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It is better to have 50% of one market, instead of 10% of five markets.
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But with a laser, you can drill a hole in a diamond or wipe out cancer.
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Branding is simply a more efficient way to sell things.
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The Law of the Generic: One of the fastest routes to failure is giving a brand a generic name.
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A brand should strive to own a word in the mind of the consumer.
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You have to reduce the essence of your brand to a single thought or attribute.
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Good things happen when you narrow your focus.
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Everyone is interested in what‘s new. Few people are interested in what‘s better.
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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 Internet is the ultimate in brand-centered buying.
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