You need to allow enough time for this forgetting to take place
AL RIESChanging the direction of a large company is like trying to turn an aircraft carrier.
More Al Ries Quotes
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The best way to make news is to announce a new category, not a new product.
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The essence of positioning is sacrifice.
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Your brand’s power lies in dominance.
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An attribute that nobody else already owns in your category.
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Strategy and timing are the Himalayas of marketing. Everything else is the Catskills.
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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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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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THE LAW OF THE CONTRACTION: A brand becomes stronger when you narrow its focus.
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A brand should strive to own a word in the mind of the consumer.
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The crucial ingredient in the success of any brand is its claim to authenticity.
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The most powerful concept in marketing is owning a word in the prospects mind.
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You have to reduce the essence of your brand to a single thought or attribute.
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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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War and marketing have many similarities.
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But with a laser, you can drill a hole in a diamond or wipe out cancer.
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