The best way to make news is to announce a new category, not a new product.
AL RIESA brand should strive to own a word in the mind of the consumer.
More Al Ries Quotes
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Even if all the cattle on the range look pretty much alike.
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It’s better to be first in the mind than to be first in the marketplace.
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Good things happen when you narrow your focus.
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Changing the direction of a large company is like trying to turn an aircraft carrier.
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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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Positioning is not what you do to a product.
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You have to reduce the essence of your brand to a single thought or attribute.
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A successful branding program is based on the concept of singularity.
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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 real barrier (to building a brand) is the human mind.
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What’s your brand? If you can’t answer that question about your own brand in two or three words, your brand’s in trouble.
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The next generation product almost never comes from the previous generation.
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Marketing is not selling. Marketing is building a brand in the mind of the prospect.
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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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Advertising is the way great brands get to be great brands.
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