When a really new product comes along, it’s almost always a mistake to hang a well-known name on it.
AL RIESEven if all the cattle on the range look pretty much alike.
More Al Ries Quotes
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Branding is simply a more efficient way to sell things.
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Positioning is what you do to the mind of the prospect.
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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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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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The Internet is the ultimate in brand-centered buying.
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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 real barrier (to building a brand) is the human mind.
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Today, communication itself is the problem. We have become the world’s first overcommunicated society.
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A successful branding program is based on the concept of singularity.
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Positioning is not what you do to a product.
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Positioning is how you differentiate yourself in the mind of the prospect.
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The essence of positioning is sacrifice.
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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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If you can build a powerful brand, you will have a powerful marketing program.
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