The most powerful concept in marketing is owning a word in the prospects mind.
AL RIESThe next generation product almost never comes from the previous generation.
More Al Ries Quotes
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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 branding program should be designed to differentiate your cow from all the other cattle on the range.
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It is better to have 50% of one market, instead of 10% of five markets.
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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 what you do to the mind of the prospect.
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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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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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After a slow buildup, people become convinced that they have known about the brand forever.
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Good things happen when you narrow your focus.
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Positioning is how you differentiate yourself in the mind of the prospect.
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Strategy and timing are the Himalayas of marketing. Everything else is the Catskills.
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You have to reduce the essence of your brand to a single thought or attribute.
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Everyone is interested in what‘s new. Few people are interested in what‘s better.
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You must be willing to give up something in order to establish that unique position.
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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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