Marketing is not selling. Marketing is building a brand in the mind of the prospect.
AL RIESThe real barrier (to building a brand) is the human mind.
More Al Ries Quotes
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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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An attribute that nobody else already owns in your category.
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Each year we send more and receive less.
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But with a laser, you can drill a hole in a diamond or wipe out cancer.
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The essence of positioning is sacrifice.
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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’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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Branding is simply a more efficient way to sell things.
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Only brand names register in the mind… What you should generally do is take a regular word and use it out of context to connote the primary attribute of your brand.
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To get into the consumer’s mind, you have to sacrifice.
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War and marketing have many similarities.
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Changing the direction of a large company is like trying to turn an aircraft carrier.
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Positioning is how you differentiate yourself in the mind of the prospect.
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Customers want brands that are narrow in scope and distinguishable by a single word, the shorter the better.
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If you CAN’T then all the advertising, fancy packaging, sales promotion and public relations in the world won’t help you achieve your objective.
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