Branding is simply a more efficient way to sell things.
AL RIESAdvertising is the way great brands get to be great brands.
More Al Ries Quotes
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The most powerful concept in marketing is owning a word in the prospects mind.
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It is better to have 50% of one market, instead of 10% of five markets.
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Advertising is the way great brands get to be great brands.
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Changing the direction of a large company is like trying to turn an aircraft carrier.
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Positioning is how you differentiate yourself in the mind of the prospect.
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Strategy should evolve out of the mud of the marketplace, not in the antiseptic environment of an ivory tower.
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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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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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But with a laser, you can drill a hole in a diamond or wipe out cancer.
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If you CAN’T then all the advertising, fancy packaging, sales promotion and public relations in the world won’t help you achieve your objective.
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You must be willing to give up something in order to establish that unique position.
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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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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 not what you do to a product.
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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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