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.
AL RIESIt’s better to be first in the mind than to be first in the marketplace.
More Al Ries Quotes
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The crucial ingredient in the success of any brand is its claim to authenticity.
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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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Strategy and timing are the Himalayas of marketing. Everything else is the Catskills.
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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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Branding is simply a more efficient way to sell things.
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Positioning is not what you do to a product.
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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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A brand should strive to own a word in the mind of the consumer.
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Marketing is not selling. Marketing is building a brand in the mind of the prospect.
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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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What should a brand leader advertise?
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The real barrier (to building a brand) is the human mind.
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The essence of positioning is sacrifice.
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Customers want brands that are narrow in scope and distinguishable by a single word, the shorter the better.
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An attribute that nobody else already owns in your category.
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