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.
AL RIESEven if all the cattle on the range look pretty much alike.
More Al Ries Quotes
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THE LAW OF THE CONTRACTION: A brand becomes stronger when you narrow its focus.
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Advertising is the way great brands get to be great brands.
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When a really new product comes along, it’s almost always a mistake to hang a well-known name on it.
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It’s better to be first in the mind than to be first in the marketplace.
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Even if all the cattle on the range look pretty much alike.
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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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What should a brand leader advertise?
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Only 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.
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That is, you position the product in the mind of the prospect.
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An attribute that nobody else already owns in your category.
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After a slow buildup, people become convinced that they have known about the brand forever.
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Branding is simply a more efficient way to sell things.
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IBM didn’t invent the computer; Sperry Rand did. But IBM was the first to build the computer position in the prospect’s mind.
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Today, communication itself is the problem. We have become the world’s first overcommunicated society.
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War and marketing have many similarities.
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