The most powerful concept in marketing is owning a word in the prospects mind.
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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Strategy and timing are the Himalayas of marketing. Everything else is the Catskills.
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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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You have to reduce the essence of your brand to a single thought or attribute.
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War and marketing have many similarities.
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The real barrier (to building a brand) is the human mind.
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A laser is a weak source of energy. A laser takes [only] a few watts of energy and focuses them in a coherent stream of light.
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A successful branding program is based on the concept of singularity.
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Positioning is what you do to the mind of the prospect.
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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 LAW OF THE CONTRACTION: A brand becomes stronger when you narrow its focus.
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The Law of the Generic: One of the fastest routes to failure is giving a brand a generic name.
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Branding is simply a more efficient way to sell things.
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Each year we send more and receive less.
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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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Even if all the cattle on the range look pretty much alike.
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