Changing the direction of a large company is like trying to turn an aircraft carrier.
AL RIESEveryone is interested in what‘s new. Few people are interested in what‘s better.
More Al Ries Quotes
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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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War and marketing have many similarities.
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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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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.
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Only brand names register in the mind… What you should generally do is take a regular word and use it out of context to connote the primary attribute of your brand.
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Strategy should evolve out of the mud of the marketplace, not in the antiseptic environment of an ivory tower.
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Customers want brands that are narrow in scope and distinguishable by a single word, the shorter the better.
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You need to allow enough time for this forgetting to take place
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A successful branding program is based on the concept of singularity.
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You must be willing to give up something in order to establish that unique position.
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It is better to have 50% of one market, instead of 10% of five markets.
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Marketing is not selling. Marketing is building a brand in the mind of the prospect.
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The essence of positioning is sacrifice.
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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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If you want to build a brand, you must focus your branding efforts on owning a word in the prospect’s mind. A word that nobody else owns.
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