If you can build a powerful brand, you will have a powerful marketing program.
AL RIESOnly brand names register in the mind… What you should generally do is take a regular word and use it out of context to connote the primary attribute of your brand.
More Al Ries Quotes
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Your brand’s power lies in dominance.
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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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Branding is simply a more efficient way to sell things.
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The next generation product almost never comes from the previous generation.
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The essence of positioning is sacrifice.
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Brand leadership, of course. Leadership is the single most important motivating factor in consumer behavior.
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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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The Law of the Generic: One of the fastest routes to failure is giving a brand a generic name.
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It is better to have 50% of one market, instead of 10% of five markets.
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That is, you position the product in the mind of the prospect.
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To get into the consumer’s mind, you have to sacrifice.
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You have to reduce the essence of your brand to a single thought or attribute.
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It’s better to be first in the mind than to be first in the marketplace.
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You need to allow enough time for this forgetting to take place
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War and marketing have many similarities.
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