A laser is a weak source of energy. A laser takes [only] a few watts of energy and focuses them in a coherent stream of light.
AL RIES
It’s the first company to build the mental position that has the upper hand, not the first company to make the product.
More Al Ries Quotes
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A laser is a weak source of energy. A laser takes [only] a few watts of energy and focuses them in a coherent stream of light.
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THE LAW OF THE CONTRACTION: A brand becomes stronger when you narrow its focus.
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Positioning is what you do to the mind of the prospect.
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Positioning is how you differentiate yourself in the mind of the prospect.
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The crucial ingredient in the success of any brand is its claim to authenticity.
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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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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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A branding program should be designed to differentiate your cow from all the other cattle on the range.
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It is better to have 50% of one market, instead of 10% of five markets.
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The next generation product almost never comes from the previous generation.
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You must be willing to give up something in order to establish that unique position.
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Brand leadership, of course. Leadership is the single most important motivating factor in consumer behavior.
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But with a laser, you can drill a hole in a diamond or wipe out cancer.
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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.
AL RIES