The Internet is the ultimate in brand-centered buying.
AL RIESAn attribute that nobody else already owns in your category.
More Al Ries Quotes
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But with a laser, you can drill a hole in a diamond or wipe out cancer.
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Everyone is interested in what‘s new. Few people are interested in what‘s better.
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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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It is better to have 50% of one market, instead of 10% of five markets.
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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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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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It’s better to be first in the mind than to be first in the marketplace.
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War and marketing have many similarities.
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After a slow buildup, people become convinced that they have known about the brand forever.
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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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Each year we send more and receive less.
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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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Good things happen when you narrow your focus.
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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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