What should a brand leader advertise?
AL RIESAn attribute that nobody else already owns in your category.
More Al Ries Quotes
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After a slow buildup, people become convinced that they have known about the brand forever.
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War and marketing have many similarities.
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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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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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Changing the direction of a large company is like trying to turn an aircraft carrier.
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Advertising is the way great brands get to be great brands.
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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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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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The Internet is the ultimate in brand-centered buying.
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But with a laser, you can drill a hole in a diamond or wipe out cancer.
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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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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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Strategy should evolve out of the mud of the marketplace, not in the antiseptic environment of an ivory tower.
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You need to allow enough time for this forgetting to take place
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Branding is simply a more efficient way to sell things.
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