What’s your brand? If you can’t answer that question about your own brand in two or three words, your brand’s in trouble.
AL RIES
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.
More Al Ries Quotes
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What’s your brand? If you can’t answer that question about your own brand in two or three words, your brand’s in trouble.
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The reason is obvious. A well-known name got well-known because it stood for something. It occupies a position in the prospect’s mind. A really well-known name sits on the top rung of a sharply defined ladder.
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Brand leadership, of course. Leadership is the single most important motivating factor in consumer behavior.
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What should a brand leader advertise?
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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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Marketing is not selling. Marketing is building a brand in the mind of the prospect.
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The best way to make news is to announce a new category, not a new product.
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Advertising is the way great brands get to be great brands.
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Each year we send more and receive less.
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THE LAW OF THE CONTRACTION: A brand becomes stronger when you narrow its focus.
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You need to allow enough time for this forgetting to take place
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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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That is, you position the product in the mind of the prospect.
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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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Even if all the cattle on the range look pretty much alike.
AL RIES