When a really new product comes along, it’s almost always a mistake to hang a well-known name on it.
AL RIESGood things happen when you narrow your focus.
More Al Ries Quotes
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An attribute that nobody else already owns in your category.
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Positioning is what you do to the mind of the prospect.
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Everyone is interested in what‘s new. Few people are interested in what‘s better.
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Brand leadership, of course. Leadership is the single most important motivating factor in consumer behavior.
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The real barrier (to building a brand) is the human mind.
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Even if all the cattle on the range look pretty much alike.
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You need to allow enough time for this forgetting to take place
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To get into the consumer’s mind, you have to sacrifice.
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Today, communication itself is the problem. We have become the world’s first overcommunicated society.
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Successful brands get into the mind slowly. A blurb in a magazine. A mention in a newspaper. A comment from a friend. A display in a retail store.
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That is, you position the product in the mind of the prospect.
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Strategy and timing are the Himalayas of marketing. Everything else is the Catskills.
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The essence of positioning is sacrifice.
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It’s better to be first in the mind than to be first in the marketplace.
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The new product, if it’s going to be successful, is going to require a new name. New ladder, new name. It’s as simple as that.
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