Marketing is not selling. Marketing is building a brand in the mind of the prospect.
AL RIESIf you want to build a brand, you must focus your branding efforts on owning a word in the prospect’s mind. A word that nobody else owns.
More Al Ries Quotes
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Good things happen when you narrow your focus.
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That is, you position the product in the mind of the prospect.
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It’s better to be first in the mind than to be first in the marketplace.
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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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It normally takes decades to build a brand because it takes decades to penetrate the gray matter in between your ears.
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The next generation product almost never comes from the previous generation.
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A brand should strive to own a word in the mind of the consumer.
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Branding is simply a more efficient way to sell things.
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Advertising is the way great brands get to be great brands.
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Positioning is not what you do to a product.
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If you can build a powerful brand, you will have a powerful marketing program.
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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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The most powerful concept in marketing is owning a word in the prospects mind.
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Brand leadership, of course. Leadership is the single most important motivating factor in consumer behavior.
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Changing the direction of a large company is like trying to turn an aircraft carrier.
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