The Law of the Generic: One of the fastest routes to failure is giving a brand a generic name.
AL RIESBranding is simply a more efficient way to sell things.
More Al Ries Quotes
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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 crucial ingredient in the success of any brand is its claim to authenticity.
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That is, you position the product in the mind of the prospect.
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If you can build a powerful brand, you will have a powerful marketing program.
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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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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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What should a brand leader advertise?
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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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Each year we send more and receive less.
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Branding is simply a more efficient way to sell things.
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Customers want brands that are narrow in scope and distinguishable by a single word, the shorter the better.
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It’s better to be first in the mind than to be first in the marketplace.
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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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You must be willing to give up something in order to establish that unique position.
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