Advertising is the way great brands get to be great brands.
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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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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Strategy and timing are the Himalayas of marketing. Everything else is the Catskills.
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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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But with a laser, you can drill a hole in a diamond or wipe out cancer.
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Positioning is not what you do to a product.
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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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The essence of positioning is sacrifice.
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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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After a slow buildup, people become convinced that they have known about the brand forever.
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Even if all the cattle on the range look pretty much alike.
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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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A brand should strive to own a word in the mind of the consumer.
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That is, you position the product in the mind of the prospect.
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Everyone is interested in what‘s new. Few people are interested in what‘s better.
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