The Internet is the ultimate in brand-centered buying.
AL RIESIt is better to have 50% of one market, instead of 10% of five markets.
More Al Ries Quotes
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Good things happen when you narrow your focus.
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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 essence of positioning is sacrifice.
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THE LAW OF THE CONTRACTION: A brand becomes stronger when you narrow its focus.
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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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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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Positioning is not what you do to a product.
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Strategy and timing are the Himalayas of marketing. Everything else is the Catskills.
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Branding is simply a more efficient way to sell things.
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Brand leadership, of course. Leadership is the single most important motivating factor in consumer behavior.
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You need to allow enough time for this forgetting to take place
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But with a laser, you can drill a hole in a diamond or wipe out cancer.
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Marketing is what a company is in business to do. Marketing is a company’s ultimate objective.
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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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When a really new product comes along, it’s almost always a mistake to hang a well-known name on it.
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