Each year we send more and receive less.
AL RIESBranding is simply a more efficient way to sell things.
More Al Ries Quotes
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To get into the consumer’s mind, you have to sacrifice.
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What should a brand leader advertise?
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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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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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Positioning is not what you do to a product.
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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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Brand leadership, of course. Leadership is the single most important motivating factor in consumer behavior.
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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 crucial ingredient in the success of any brand is its claim to authenticity.
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After a slow buildup, people become convinced that they have known about the brand forever.
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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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You need to allow enough time for this forgetting to take place
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A branding program should be designed to differentiate your cow from all the other cattle on the range.
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A successful branding program is based on the concept of singularity.
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Marketing is not selling. Marketing is building a brand in the mind of the prospect.
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