That is, you position the product in the mind of the prospect.
AL RIESIt normally takes decades to build a brand because it takes decades to penetrate the gray matter in between your ears.
More Al Ries Quotes
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You have to reduce the essence of your brand to a single thought or attribute.
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A laser is a weak source of energy. A laser takes [only] a few watts of energy and focuses them in a coherent stream of light.
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It is better to have 50% of one market, instead of 10% of five markets.
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Brand leadership, of course. Leadership is the single most important motivating factor in consumer behavior.
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War and marketing have many similarities.
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Strategy and timing are the Himalayas of marketing. Everything else is the Catskills.
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THE LAW OF THE CONTRACTION: A brand becomes stronger when you narrow its focus.
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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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Each year we send more and receive less.
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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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A brand should strive to own a word in the mind of the consumer.
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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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The real barrier (to building a brand) is the human mind.
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Advertising is the way great brands get to be great brands.
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