Today, communication itself is the problem. We have become the world’s first overcommunicated society.
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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Even if all the cattle on the range look pretty much alike.
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The Internet is the ultimate in brand-centered buying.
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War and marketing have many similarities.
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You need to allow enough time for this forgetting to take place
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After a slow buildup, people become convinced that they have known about the brand forever.
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Each year we send more and receive less.
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Everyone is interested in what‘s new. Few people are interested in what‘s better.
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What should a brand leader advertise?
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A successful branding program is based on the concept of singularity.
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That is, you position the product in the mind of the prospect.
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Your brand’s power lies in dominance.
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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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Brand leadership, of course. Leadership is the single most important motivating factor in consumer behavior.
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You have to reduce the essence of your brand to a single thought or attribute.
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A brand should strive to own a word in the mind of the consumer.
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