War and marketing have many similarities.
AL RIESEven if all the cattle on the range look pretty much alike.
More Al Ries Quotes
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You need to allow enough time for this forgetting to take place
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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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Marketing is what a company is in business to do. Marketing is a company’s ultimate objective.
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You have to reduce the essence of your brand to a single thought or attribute.
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The most powerful concept in marketing is owning a word in the prospects mind.
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Positioning is not what you do to a product.
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That is, you position the product in the mind of the prospect.
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A laser is a weak source of energy. A laser takes [only] a few watts of energy and focuses them in a coherent stream of light.
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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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Strategy and timing are the Himalayas of marketing. Everything else is the Catskills.
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The real barrier (to building a brand) is the human mind.
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It is better to have 50% of one market, instead of 10% of five markets.
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The next generation product almost never comes from the previous generation.
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If you can build a powerful brand, you will have a powerful marketing program.
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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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