If you can build a powerful brand, you will have a powerful marketing program.
AL RIESIt creates in the mind of the prospect the perception that there is no product on the market quite like your product.
More Al Ries Quotes
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It’s better to be first in the mind than to be first in the marketplace.
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A brand should strive to own a word in the mind of the consumer.
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You must be willing to give up something in order to establish that unique position.
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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 next generation product almost never comes from the previous generation.
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It normally takes decades to build a brand… It’s the forgetting of the old truth that allows a person to accept a new truth.
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Positioning is how you differentiate yourself in the mind of the prospect.
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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 CONTRACTION: A brand becomes stronger when you narrow its focus.
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The essence of positioning is sacrifice.
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Brand leadership, of course. Leadership is the single most important motivating factor in consumer behavior.
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What should a brand leader advertise?
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You need to allow enough time for this forgetting to take place
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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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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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