War and marketing have many similarities.
AL RIES
What should a brand leader advertise?
More Al Ries Quotes
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War and marketing have many similarities.
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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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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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Marketing is what a company is in business to do. Marketing is a company’s ultimate objective.
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An attribute that nobody else already owns in your category.
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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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A successful branding program is based on the concept of singularity.
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Branding is simply a more efficient way to sell things.
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The real barrier (to building a brand) is the human mind.
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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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Advertising is the way great brands get to be great brands.
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Everyone is interested in what‘s new. Few people are interested in what‘s better.
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