Today, communication itself is the problem. We have become the world’s first overcommunicated society.
AL RIESEven if all the cattle on the range look pretty much alike.
More Al Ries Quotes
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The 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.
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The essence of positioning is sacrifice.
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If you want to build a brand, you must focus your branding efforts on owning a word in the prospect’s mind. A word that nobody else owns.
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It’s better to be first in the mind than to be first in the marketplace.
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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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Marketing is not selling. Marketing is building a brand in the mind of the prospect.
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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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Positioning is what you do to the mind of the prospect.
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Even if all the cattle on the range look pretty much alike.
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Changing the direction of a large company is like trying to turn an aircraft carrier.
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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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The crucial ingredient in the success of any brand is its claim to authenticity.
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The next generation product almost never comes from the previous generation.
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An attribute that nobody else already owns in your category.
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If you can build a powerful brand, you will have a powerful marketing program.
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