The most powerful concept in marketing is owning a word in the prospects mind.
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More Al Ries Quotes
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Everyone is interested in what‘s new. Few people are interested in what‘s better.
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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.
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Even if all the cattle on the range look pretty much alike.
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It’s better to be first in the mind than to be first in the marketplace.
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Brand leadership, of course. Leadership is the single most important motivating factor in consumer behavior.
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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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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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Positioning is how you differentiate yourself in the mind of the prospect.
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A brand should strive to own a word in the mind of the consumer.
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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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It creates in the mind of the prospect the perception that there is no product on the market quite like your product.
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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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Strategy and timing are the Himalayas of marketing. Everything else is the Catskills.
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The real barrier (to building a brand) is the human mind.
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You need to allow enough time for this forgetting to take place
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