That is, you position the product in the mind of the prospect.
AL RIESAdvertising is the way great brands get to be great brands.
More Al Ries Quotes
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It normally takes decades to build a brand because it takes decades to penetrate the gray matter in between your ears.
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The real barrier (to building a brand) is the human mind.
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You need to allow enough time for this forgetting to take place
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Branding is simply a more efficient way to sell things.
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War and marketing have many similarities.
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After a slow buildup, people become convinced that they have known about the brand forever.
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THE LAW OF THE CONTRACTION: A brand becomes stronger when you narrow its focus.
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Each year we send more and receive less.
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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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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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To get into the consumer’s mind, you have to sacrifice.
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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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Strategy and timing are the Himalayas of marketing. Everything else is the Catskills.
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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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But with a laser, you can drill a hole in a diamond or wipe out cancer.
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