You have to reduce the essence of your brand to a single thought or attribute.
AL RIESThe most powerful concept in marketing is owning a word in the prospects mind.
More Al Ries Quotes
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War and marketing have many similarities.
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The real barrier (to building a brand) is the human mind.
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Branding is simply a more efficient way to sell things.
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The next generation product almost never comes from the previous generation.
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An attribute that nobody else already owns in your category.
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If you can build a powerful brand, you will have a powerful marketing program.
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Marketing is not selling. Marketing is building a brand in the mind of the prospect.
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Changing the direction of a large company is like trying to turn an aircraft carrier.
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Each year we send more and receive less.
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But with a laser, you can drill a hole in a diamond or wipe out cancer.
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The crucial ingredient in the success of any brand is its claim to authenticity.
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The best way to make news is to announce a new category, not a new product.
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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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Successful brands get into the mind slowly. A blurb in a magazine. A mention in a newspaper. A comment from a friend. A display in a retail store.
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It’s better to be first in the mind than to be first in the marketplace.
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