When a really new product comes along, it’s almost always a mistake to hang a well-known name on it.
AL RIESYou need to allow enough time for this forgetting to take place
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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The crucial ingredient in the success of any brand is its claim to authenticity.
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You need to allow enough time for this forgetting to take place
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Today, communication itself is the problem. We have become the world’s first overcommunicated society.
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Positioning is how you differentiate yourself in the mind of the prospect.
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Positioning is not what you do to a product.
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Everyone is interested in what‘s new. Few people are interested in what‘s better.
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Even if all the cattle on the range look pretty much alike.
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To get into the consumer’s mind, you have to sacrifice.
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A brand should strive to own a word in the mind of the consumer.
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Your brand’s power lies in dominance.
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Marketing is not selling. Marketing is building a brand in the mind of the prospect.
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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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It normally takes decades to build a brand… It’s the forgetting of the old truth that allows a person to accept a new truth.
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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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