You need to allow enough time for this forgetting to take place
AL RIESA brand should strive to own a word in the mind of the consumer.
More Al Ries Quotes
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It normally takes decades to build a brand… It’s the forgetting of the old truth that allows a person to accept a new truth.
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You must be willing to give up something in order to establish that unique position.
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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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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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To get into the consumer’s mind, you have to sacrifice.
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It’s better to be first in the mind than to be first in the marketplace.
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Strategy should evolve out of the mud of the marketplace, not in the antiseptic environment of an ivory tower.
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THE LAW OF THE CONTRACTION: A brand becomes stronger when you narrow its focus.
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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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Strategy and timing are the Himalayas of marketing. Everything else is the Catskills.
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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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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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You have to reduce the essence of your brand to a single thought or attribute.
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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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