Brand leadership, of course. Leadership is the single most important motivating factor in consumer behavior.
AL RIES
Successful brands get into the mind slowly. A blurb in a magazine. A mention in a newspaper. A comment from a friend. A display in a retail store.
More Al Ries Quotes
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Brand leadership, of course. Leadership is the single most important motivating factor in consumer behavior.
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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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IBM didn’t invent the computer; Sperry Rand did. But IBM was the first to build the computer position in the prospect’s mind.
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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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To get into the consumer’s mind, you have to sacrifice.
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Successful brands get into the mind slowly. A blurb in a magazine. A mention in a newspaper. A comment from a friend. A display in a retail store.
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It is better to have 50% of one market, instead of 10% of five markets.
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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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Positioning is how you differentiate yourself in the mind of the prospect.
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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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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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The reason is obvious. A well-known name got well-known because it stood for something. It occupies a position in the prospect’s mind. A really well-known name sits on the top rung of a sharply defined ladder.
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Everyone is interested in what‘s new. Few people are interested in what‘s better.
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But with a laser, you can drill a hole in a diamond or wipe out cancer.
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Changing the direction of a large company is like trying to turn an aircraft carrier.
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Each year we send more and receive less.
AL RIES