Even if all the cattle on the range look pretty much alike.
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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The Internet is the ultimate in brand-centered buying.
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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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The Law of the Generic: One of the fastest routes to failure is giving a brand a generic name.
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What should a brand leader advertise?
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To get into the consumer’s mind, you have to sacrifice.
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If you can build a powerful brand, you will have a powerful marketing program.
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Successful brands get into the mind slowly. A blurb in a magazine. A mention in a newspaper. A comment from a friend. A display in a retail store.
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Today, communication itself is the problem. We have become the world’s first overcommunicated society.
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It’s better to be first in the mind than to be first in the marketplace.
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Your brand’s power lies in dominance.
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THE LAW OF THE CONTRACTION: A brand becomes stronger when you narrow its focus.
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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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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 crucial ingredient in the success of any brand is its claim to authenticity.
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