If you want to build a brand, you must focus your branding efforts on owning a word in the prospect’s mind. A word that nobody else owns.
AL RIESThe next generation product almost never comes from the previous generation.
More Al Ries Quotes
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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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What’s your brand? If you can’t answer that question about your own brand in two or three words, your brand’s in trouble.
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It’s the first company to build the mental position that has the upper hand, not the first company to make the product.
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Brand leadership, of course. Leadership is the single most important motivating factor in consumer behavior.
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You must be willing to give up something in order to establish that unique position.
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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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IBM didn’t invent the computer; Sperry Rand did. But IBM was the first to build the computer position in the prospect’s mind.
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You need to allow enough time for this forgetting to take place
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Your brand’s power lies in dominance.
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That is, you position the product in the mind of the prospect.
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Even if all the cattle on the range look pretty much alike.
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But with a laser, you can drill a hole in a diamond or wipe out cancer.
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The next generation product almost never comes from the previous generation.
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The essence of positioning is sacrifice.
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