What should a brand leader advertise?
AL RIESYou have to reduce the essence of your brand to a single thought or attribute.
More Al Ries Quotes
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Everyone is interested in what‘s new. Few people are interested in what‘s better.
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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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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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Today, communication itself is the problem. We have become the world’s first overcommunicated society.
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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 brand should strive to own a word in the mind of the consumer.
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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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To get into the consumer’s mind, you have to sacrifice.
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Even if all the cattle on the range look pretty much alike.
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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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War and marketing have many similarities.
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The reason is obvious. A well-known name got well-known because it stood for something. It occupies a position in the prospect’s mind. A really well-known name sits on the top rung of a sharply defined ladder.
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It creates in the mind of the prospect the perception that there is no product on the market quite like your product.
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You must be willing to give up something in order to establish that unique position.
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