Today, communication itself is the problem. We have become the world’s first overcommunicated society.
AL RIESA branding program should be designed to differentiate your cow from all the other cattle on the range.
More Al Ries Quotes
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THE LAW OF THE CONTRACTION: A brand becomes stronger when you narrow its focus.
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The Internet is the ultimate in brand-centered buying.
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War and marketing have many similarities.
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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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Positioning is how you differentiate yourself in the mind of the prospect.
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An attribute that nobody else already owns in your category.
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Branding is simply a more efficient way to sell things.
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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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Each year we send more and receive less.
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Brand leadership, of course. Leadership is the single most important motivating factor in consumer behavior.
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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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A brand should strive to own a word in the mind of the consumer.
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Only brand names register in the mind… What you should generally do is take a regular word and use it out of context to connote the primary attribute of your brand.
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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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Even if all the cattle on the range look pretty much alike.
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