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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Changing the direction of a large company is like trying to turn an aircraft carrier.
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You must be willing to give up something in order to establish that unique position.
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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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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 most powerful concept in marketing is owning a word in the prospects mind.
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An attribute that nobody else already owns in your category.
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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 is better to have 50% of one market, instead of 10% of five markets.
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Advertising is the way great brands get to be great brands.
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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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The crucial ingredient in the success of any brand is its claim to authenticity.
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Today, communication itself is the problem. We have become the world’s first overcommunicated society.
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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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If you want to build a brand, you must focus your branding efforts on owning a word in the prospect’s mind. A word that nobody else owns.
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