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What should a brand leader advertise?

Related Topics

Advertise Behavior Brand Important Leader

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Popular Authors

Marilyn Monroe Paulo Coelho Abraham Lincoln C. S. Lewis Khalil Gibran Charlie Chaplin Gautama Buddha Isaac Newton

Customers want brands that are narrow in scope and distinguishable by a single word, the shorter the better.
AL RIES

Brand Business Customer Distinguishable Narrow Scope Singer Want World
An attribute that nobody else already owns in your category.
AL RIES

Already Attribute Else Nobody Own Through
The Internet is the ultimate in brand-centered buying.
AL RIES

Brand Buy Center Internet Ultimate
The next generation product almost never comes from the previous generation.
AL RIES

Come Generations never Next Previous Product
A successful branding program is based on the concept of singularity.
AL RIES

Based Brand Concept Mind Perception Program Successful
The real barrier (to building a brand) is the human mind.
AL RIES

Barrier Gray Human Matter Mind Real
Each year we send more and receive less.
AL RIES

Each Less More Receive Send Year
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.
AL RIES

Accept Allow Brande Decade Enough Forget Need New Normal Old Person Time Truth
Positioning is how you differentiate yourself in the mind of the prospect.
AL RIES

Differentiate Mind Position Product Yourself
After a slow buildup, people become convinced that they have known about the brand forever.
AL RIES

Brand Convince Forever Known Peop Slow
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.
AL RIES

Brand Comment Display Forever Friend Magazine Mind Newspaper People Slowly Store Successful
Good things happen when you narrow your focus.
AL RIES

Focus Good Happen Narrow Thing
Strategy should evolve out of the mud of the marketplace, not in the antiseptic environment of an ivory tower.
AL RIES

Evolve Ivory Tower Marketplace Mud Strategy Towers
Changing the direction of a large company is like trying to turn an aircraft carrier.
AL RIES

Aircraft Carrier Change Company Direction Try Trying
You must be willing to give up something in order to establish that unique position.
AL RIES

Establish Give Must Order Something Unique Position Willi
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.
AL RIES

Achieve Advertisement Fancy Handle Objective Pack Public Relationship Sale Promotion Worlld

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