THE LAW OF THE CONTRACTION: A brand becomes stronger when you narrow its focus.
AL RIESGood things happen when you narrow your focus.
More Al Ries Quotes
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After a slow buildup, people become convinced that they have known about the brand forever.
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Your brand’s power lies in dominance.
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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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The real barrier (to building a brand) is the human 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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What should a brand leader advertise?
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Branding is simply a more efficient way to sell things.
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Even if all the cattle on the range look pretty much alike.
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You must be willing to give up something in order to establish that unique position.
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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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The crucial ingredient in the success of any brand is its claim to authenticity.
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The essence of positioning is sacrifice.
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Positioning is not what you do to a product.
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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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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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