The best way to make news is to announce a new category, not a new product.
AL RIESIt’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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That is, you position the product in the mind of the prospect.
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The next generation product almost never comes from the previous generation.
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Marketing is what a company is in business to do. Marketing is a company’s ultimate objective.
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You need to allow enough time for this forgetting to take place
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Strategy and timing are the Himalayas of marketing. Everything else is the Catskills.
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Positioning is how you differentiate yourself in the mind of the prospect.
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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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An attribute that nobody else already owns in your category.
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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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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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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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Customers want brands that are narrow in scope and distinguishable by a single word, the shorter the better.
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A brand should strive to own a word in the mind of the consumer.
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Today, communication itself is the problem. We have become the world’s first overcommunicated society.
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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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