Changing the direction of a large company is like trying to turn an aircraft carrier.
AL RIESChanging the direction of a large company is like trying to turn an aircraft carrier.
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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If you can build a powerful brand, you will have a powerful marketing program.
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The new product, if it’s going to be successful, is going to require a new name. New ladder, new name. It’s as simple as that.
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You have to reduce the essence of your brand to a single thought or attribute.
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The crucial ingredient in the success of any brand is its claim to authenticity.
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Advertising is the way great brands get to be great brands.
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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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Good things happen when you narrow your focus.
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Branding is simply a more efficient way to sell things.
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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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Positioning is what you do to the mind of the prospect.
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An attribute that nobody else already owns in your category.
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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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Even if all the cattle on the range look pretty much alike.
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The real barrier (to building a brand) is the human mind.
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