The most powerful concept in marketing is owning a word in the prospects mind.
AL RIESYou need to allow enough time for this forgetting to take place
More Al Ries Quotes
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It’s better to be first in the mind than to be first in the marketplace.
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If you can build a powerful brand, you will have a powerful marketing program.
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War and marketing have many similarities.
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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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It takes a mile before anything happens. And if it was a wrong turn, getting back on course takes even longer.
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You have to reduce the essence of your brand to a single thought or attribute.
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The best way to make news is to announce a new category, not a new 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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Strategy should evolve out of the mud of the marketplace, not in the antiseptic environment of an ivory tower.
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Today, communication itself is the problem. We have become the world’s first overcommunicated society.
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That is, you position the product in the mind of the prospect.
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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 Law of the Generic: One of the fastest routes to failure is giving a brand a generic name.
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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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Good things happen when you narrow your focus.
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