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 RIESThe next generation product almost never comes from the previous generation.
More Al Ries Quotes
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A successful branding program is based on the concept of singularity.
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An attribute that nobody else already owns in your category.
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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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To get into the consumer’s mind, you have to sacrifice.
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The next generation product almost never comes from the previous generation.
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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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Today, communication itself is the problem. We have become the world’s first overcommunicated society.
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Everyone is interested in what‘s new. Few people are interested in what‘s better.
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Positioning is what you do to the mind of the prospect.
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Positioning is how you differentiate yourself in the mind of the prospect.
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Marketing is not selling. Marketing is building a brand in the mind of the prospect.
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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’s better to be first in the mind than to be first in the marketplace.
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Advertising is the way great brands get to be great brands.
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You need to allow enough time for this forgetting to take place
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