Strategy should evolve out of the mud of the marketplace, not in the antiseptic environment of an ivory tower.
AL RIES
Changing the direction of a large company is like trying to turn an aircraft carrier.
More Al Ries Quotes
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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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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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Even if all the cattle on the range look pretty much alike.
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You need to allow enough time for this forgetting to take place
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The most powerful concept in marketing is owning a word in the prospects mind.
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Changing the direction of a large company is like trying to turn an aircraft carrier.
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Marketing is not selling. Marketing is building a brand in the mind of the prospect.
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What should a brand leader advertise?
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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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Everyone is interested in what‘s new. Few people are interested in what‘s better.
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Today, communication itself is the problem. We have become the world’s first overcommunicated society.
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THE LAW OF THE CONTRACTION: A brand becomes stronger when you narrow its focus.
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Positioning is how you differentiate yourself in the mind of the prospect.
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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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Brand leadership, of course. Leadership is the single most important motivating factor in consumer behavior.
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Advertising is the way great brands get to be great brands.
AL RIES