It takes a mile before anything happens. And if it was a wrong turn, getting back on course takes even longer.
AL RIESYour brand’s power lies in dominance.
More Al Ries Quotes
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The real barrier (to building a brand) is the human mind.
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But with a laser, you can drill a hole in a diamond or wipe out cancer.
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You need to allow enough time for this forgetting to take place
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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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It is better to have 50% of one market, instead of 10% of five markets.
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Changing the direction of a large company is like trying to turn an aircraft carrier.
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Strategy and timing are the Himalayas of marketing. Everything else is the Catskills.
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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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THE LAW OF THE CONTRACTION: A brand becomes stronger when you narrow its focus.
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War and marketing have many similarities.
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Each year we send more and receive less.
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The crucial ingredient in the success of any brand is its claim to authenticity.
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What should a brand leader advertise?
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You must be willing to give up something in order to establish that unique position.
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Today, communication itself is the problem. We have become the world’s first overcommunicated society.
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