A branding program should be designed to differentiate your cow from all the other cattle on the range.
AL RIES
Your brand’s power lies in dominance.
More Al Ries Quotes
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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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Successful brands get into the mind slowly. A blurb in a magazine. A mention in a newspaper. A comment from a friend. A display in a retail store.
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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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Changing the direction of a large company is like trying to turn an aircraft carrier.
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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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An attribute that nobody else already owns in your category.
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What’s your brand? If you can’t answer that question about your own brand in two or three words, your brand’s in trouble.
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Positioning is not what you do to a product.
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War and marketing have many similarities.
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You have to reduce the essence of your brand to a single thought or attribute.
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Everyone is interested in what‘s new. Few people are interested in what‘s better.
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Each year we send more and receive less.
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Even if all the cattle on the range look pretty much alike.
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The best way to make news is to announce a new category, not a new product.
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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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