The crucial ingredient in the success of any brand is its claim to authenticity.
AL RIESCustomers want brands that are narrow in scope and distinguishable by a single word, the shorter the better.
More Al Ries Quotes
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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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It is better to have 50% of one market, instead of 10% of five markets.
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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 best way to make news is to announce a new category, not a new product.
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THE LAW OF THE CONTRACTION: A brand becomes stronger when you narrow its focus.
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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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The essence of positioning is sacrifice.
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When a really new product comes along, it’s almost always a mistake to hang a well-known name on it.
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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 not what you do to a product.
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To get into the consumer’s mind, you have to sacrifice.
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An attribute that nobody else already owns in your category.
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What should a brand leader advertise?
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It takes a mile before anything happens. And if it was a wrong turn, getting back on course takes even longer.
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Each year we send more and receive less.
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