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.
AL RIESEveryone is interested in what‘s new. Few people are interested in what‘s better.
More Al Ries Quotes
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A branding program should be designed to differentiate your cow from all the other cattle on the range.
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Advertising is the way great brands get to be great brands.
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Everyone is interested in what‘s new. Few people are interested in what‘s better.
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Positioning is what you do to the mind of the prospect.
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You need to allow enough time for this forgetting to take place
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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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It is better to have 50% of one market, instead of 10% of five markets.
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You have to reduce the essence of your brand to a single thought or attribute.
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Your brand’s power lies in dominance.
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What should a brand leader advertise?
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A brand should strive to own a word in the mind of the consumer.
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The most powerful concept in marketing is owning a word in the prospects mind.
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Positioning is not what you do to a product.
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Branding is simply a more efficient way to sell things.
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Today, communication itself is the problem. We have become the world’s first overcommunicated society.
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