The most powerful concept in marketing is owning a word in the prospects mind.
AL RIESAn attribute that nobody else already owns in your category.
More Al Ries Quotes
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Today, communication itself is the problem. We have become the world’s first overcommunicated society.
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Your brand’s power lies in dominance.
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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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Each year we send more and receive less.
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Brand leadership, of course. Leadership is the single most important motivating factor in consumer behavior.
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What should a brand leader advertise?
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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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The Law of the Generic: One of the fastest routes to failure is giving a brand a generic name.
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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 branding program should be designed to differentiate your cow from all the other cattle on the range.
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A brand should strive to own a word in the mind of the consumer.
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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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You have to reduce the essence of your brand to a single thought or attribute.
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