A successful branding program is based on the concept of singularity.
AL RIESEach year we send more and receive less.
More Al Ries Quotes
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The real barrier (to building a brand) is the human mind.
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The essence of positioning is sacrifice.
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Good things happen when you narrow your focus.
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Advertising is the way great brands get to be great brands.
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Positioning is not what you do to a product.
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Only brand names register in the mind… What you should generally do is take a regular word and use it out of context to connote the primary attribute of your brand.
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Marketing is not selling. Marketing is building a brand in the mind of the prospect.
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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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Each year we send more and receive less.
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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 crucial ingredient in the success of any brand is its claim to authenticity.
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If you can build a powerful brand, you will have a powerful marketing program.
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Branding is simply a more efficient way to sell things.
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It’s better to be first in the mind than to be first in the marketplace.
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You need to allow enough time for this forgetting to take place
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