War and marketing have many similarities.
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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It normally takes decades to build a brand… It’s the forgetting of the old truth that allows a person to accept a new truth.
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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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The essence of positioning is sacrifice.
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Today, communication itself is the problem. We have become the world’s first overcommunicated society.
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It’s better to be first in the mind than to be first in the marketplace.
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It takes a mile before anything happens. And if it was a wrong turn, getting back on course takes even longer.
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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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The most powerful concept in marketing is owning a word in the prospects mind.
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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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Your brand’s power lies in dominance.
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THE LAW OF THE CONTRACTION: A brand becomes stronger when you narrow its focus.
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It is better to have 50% of one market, instead of 10% of five markets.
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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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You need to allow enough time for this forgetting to take place
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