Strategy should evolve out of the mud of the marketplace, not in the antiseptic environment of an ivory tower.
AL RIESThe new product, if it’s going to be successful, is going to require a new name. New ladder, new name. It’s as simple as that.
More Al Ries Quotes
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What should a brand leader advertise?
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Brand leadership, of course. Leadership is the single most important motivating factor in consumer behavior.
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The essence of positioning is sacrifice.
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The best way to make news is to announce a new category, not a new product.
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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 CONTRACTION: A brand becomes stronger when you narrow its focus.
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War and marketing have many similarities.
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The crucial ingredient in the success of any brand is its claim to authenticity.
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Each year we send more and receive less.
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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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Marketing is what a company is in business to do. Marketing is a company’s ultimate objective.
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You need to allow enough time for this forgetting to take place
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Positioning is how you differentiate yourself 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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