Marketing is what a company is in business to do. Marketing is a company’s ultimate objective.
AL RIESYou need to allow enough time for this forgetting to take place
More Al Ries Quotes
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The Internet is the ultimate in brand-centered buying.
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Marketing is not selling. Marketing is building a brand in the mind of the prospect.
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Positioning is what you do to the mind of the prospect.
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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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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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You need to allow enough time for this forgetting to take place
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It is better to have 50% of one market, instead of 10% of five markets.
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The real barrier (to building a brand) is the human mind.
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Your brand’s power lies in dominance.
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You have to reduce the essence of your brand to a single thought or attribute.
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It’s better to be first in the mind than to be first in the marketplace.
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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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Strategy and timing are the Himalayas of marketing. Everything else is the Catskills.
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War and marketing have many similarities.
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If you want to build a brand, you must focus your branding efforts on owning a word in the prospect’s mind. A word that nobody else owns.
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