A branding program should be designed to differentiate your cow from all the other cattle on the range.
AL RIESWhen a really new product comes along, it’s almost always a mistake to hang a well-known name on it.
More Al Ries Quotes
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It’s the first company to build the mental position that has the upper hand, not the first company to make the product.
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Changing the direction of a large company is like trying to turn an aircraft carrier.
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Even if all the cattle on the range look pretty much alike.
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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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Everyone is interested in what‘s new. Few people are interested in what‘s better.
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Strategy and timing are the Himalayas of marketing. Everything else is the Catskills.
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Marketing is not selling. Marketing is building a brand in the mind of the prospect.
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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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It’s better to be first in the mind than to be first in the marketplace.
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Brand leadership, of course. Leadership is the single most important motivating factor in consumer behavior.
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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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The next generation product almost never comes from the previous generation.
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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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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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War and marketing have many similarities.
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