Strategy and timing are the Himalayas of marketing. Everything else is the Catskills.
AL RIESYour brand’s power lies in dominance.
More Al Ries Quotes
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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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The crucial ingredient in the success of any brand is its claim to authenticity.
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An attribute that nobody else already owns in your category.
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Marketing is not selling. Marketing is building a brand in the mind of the prospect.
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The real barrier (to building a brand) is the human mind.
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A successful branding program is based on the concept of singularity.
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You need to allow enough time for this forgetting to take place
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After a slow buildup, people become convinced that they have known about the brand forever.
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Advertising is the way great brands get to be great brands.
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The next generation product almost never comes from the previous generation.
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To get into the consumer’s mind, you have to sacrifice.
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Positioning is not what you do to a product.
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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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Each year we send more and receive less.
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