It is better to have 50% of one market, instead of 10% of five markets.
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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An attribute that nobody else already owns in your category.
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Today, communication itself is the problem. We have become the world’s first overcommunicated society.
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To get into the consumer’s mind, you have to sacrifice.
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The Internet is the ultimate in brand-centered buying.
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The crucial ingredient in the success of any brand is its claim to authenticity.
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A branding program should be designed to differentiate your cow from all the other cattle on the range.
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War and marketing have many similarities.
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Strategy and timing are the Himalayas of marketing. Everything else is the Catskills.
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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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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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Each year we send more and receive less.
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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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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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But with a laser, you can drill a hole in a diamond or wipe out cancer.
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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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