The crucial ingredient in the success of any brand is its claim to authenticity.
AL RIESEach year we send more and receive less.
More Al Ries Quotes
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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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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 best way to make news is to announce a new category, not a new product.
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Your brand’s power lies in dominance.
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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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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.
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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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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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If you can build a powerful brand, you will have a powerful marketing program.
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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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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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A brand should strive to own a word in the mind of the consumer.
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Changing the direction of a large company is like trying to turn an aircraft carrier.
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The next generation product almost never comes from the previous generation.
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