Each year we send more and receive less.
AL RIESThe real barrier (to building a brand) is the human mind.
More Al Ries Quotes
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The next generation product almost never comes from the previous generation.
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What should a brand leader advertise?
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Advertising is the way great brands get to be great brands.
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You need to allow enough time for this forgetting to take place
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It’s better to be first in the mind than to be first in the marketplace.
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A branding program should be designed to differentiate your cow from all the other cattle on the range.
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Today, communication itself is the problem. We have become the world’s first overcommunicated society.
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Changing the direction of a large company is like trying to turn an aircraft carrier.
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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 brand should strive to own a word in the mind of the consumer.
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The crucial ingredient in the success of any brand is its claim to authenticity.
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War and marketing have many similarities.
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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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The most powerful concept in marketing is owning a word in the prospects mind.
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Positioning is how you differentiate yourself in the mind of the prospect.
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