Even if all the cattle on the range look pretty much alike.
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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Each year we send more and receive less.
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The next generation product almost never comes from the previous generation.
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It is better to have 50% of one market, instead of 10% of five markets.
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A successful branding program is based on the concept of singularity.
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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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The best way to make news is to announce a new category, not a new product.
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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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Branding is simply a more efficient way to sell things.
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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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The Internet is the ultimate in brand-centered buying.
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You must be willing to give up something in order to establish that unique position.
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Changing the direction of a large company is like trying to turn an aircraft carrier.
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The real barrier (to building a brand) is the human mind.
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Customers want brands that are narrow in scope and distinguishable by a single word, the shorter the better.
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