Strategy should evolve out of the mud of the marketplace, not in the antiseptic environment of an ivory tower.
AL RIESIt normally takes decades to build a brand… It’s the forgetting of the old truth that allows a person to accept a new truth.
More Al Ries Quotes
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To get into the consumer’s mind, you have to sacrifice.
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A successful branding program is based on the concept of singularity.
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Changing the direction of a large company is like trying to turn an aircraft carrier.
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Good things happen when you narrow your focus.
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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 real barrier (to building a brand) is the human mind.
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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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Even if all the cattle on the range look pretty much alike.
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It is better to have 50% of one market, instead of 10% of five markets.
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The Internet is the ultimate in brand-centered buying.
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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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An attribute that nobody else already owns in your category.
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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.
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Each year we send more and receive less.
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It creates in the mind of the prospect the perception that there is no product on the market quite like your product.
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