Advertising is the way great brands get to be great brands.
AL RIESA brand should strive to own a word in the mind of the consumer.
More Al Ries Quotes
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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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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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The best way to make news is to announce a new category, not a new product.
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Everyone is interested in what‘s new. Few people are interested in what‘s better.
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A brand should strive to own a word in the mind of the consumer.
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That is, you position the product in the mind of the prospect.
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Today, communication itself is the problem. We have become the world’s first overcommunicated society.
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The next generation product almost never comes from the previous generation.
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Your brand’s power lies in dominance.
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Each year we send more and receive less.
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Changing the direction of a large company is like trying to turn an aircraft carrier.
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It takes a mile before anything happens. And if it was a wrong turn, getting back on course takes even longer.
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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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Marketing is what a company is in business to do. Marketing is a company’s ultimate objective.
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Even if all the cattle on the range look pretty much alike.
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