It is better to have 50% of one market, instead of 10% of five markets.
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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You have to reduce the essence of your brand to a single thought or attribute.
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The reason is obvious. A well-known name got well-known because it stood for something. It occupies a position in the prospect’s mind. A really well-known name sits on the top rung of a sharply defined ladder.
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Each year we send more and receive less.
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An attribute that nobody else already owns in your category.
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The Internet is the ultimate in brand-centered buying.
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Today, communication itself is the problem. We have become the world’s first overcommunicated society.
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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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The best way to make news is to announce a new category, not a new product.
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Even if all the cattle on the range look pretty much alike.
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You need to allow enough time for this forgetting to take place
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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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A branding program should be designed to differentiate your cow from all the other cattle on the range.
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THE LAW OF THE CONTRACTION: A brand becomes stronger when you narrow its focus.
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Positioning is not what you do to a product.
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You must be willing to give up something in order to establish that unique position.
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