The real barrier (to building a brand) is the human mind.
AL RIESWhat’s your brand? If you can’t answer that question about your own brand in two or three words, your brand’s in trouble.
More Al Ries Quotes
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It’s better to be first in the mind than to be first in the marketplace.
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Advertising is the way great brands get to be great brands.
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If you can build a powerful brand, you will have a powerful marketing program.
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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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After a slow buildup, people become convinced that they have known about the brand forever.
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Your brand’s power lies in dominance.
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Strategy should evolve out of the mud of the marketplace, not in the antiseptic environment of an ivory tower.
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What should a brand leader advertise?
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THE LAW OF THE CONTRACTION: A brand becomes stronger when you narrow its focus.
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Changing the direction of a large company is like trying to turn an aircraft carrier.
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Good things happen when you narrow your focus.
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It is better to have 50% of one market, instead of 10% of five markets.
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You have to reduce the essence of your brand to a single thought or attribute.
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A brand should strive to own a word in the mind of the consumer.
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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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