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.
AL RIESThe most powerful concept in marketing is owning a word in the prospects mind.
More Al Ries Quotes
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It’s better to be first in the mind than to be first in the marketplace.
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The next generation product almost never comes from the previous generation.
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That is, you position the product in the mind of the prospect.
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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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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 need to allow enough time for this forgetting to take place
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Everyone is interested in what‘s new. Few people are interested in what‘s better.
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If you can build a powerful brand, you will have a powerful marketing program.
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Brand leadership, of course. Leadership is the single most important motivating factor in consumer behavior.
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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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When a really new product comes along, it’s almost always a mistake to hang a well-known name on it.
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Branding is simply a more efficient way to sell things.
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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 LAW OF THE CONTRACTION: A brand becomes stronger when you narrow its focus.
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