Strategy and timing are the Himalayas of marketing. Everything else is the Catskills.
AL RIESBranding is simply a more efficient way to sell things.
More Al Ries Quotes
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Everyone is interested in what‘s new. Few people are interested in what‘s better.
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War and marketing have many similarities.
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Positioning is how you differentiate yourself in the mind of the prospect.
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A brand should strive to own a word in the mind of the consumer.
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The crucial ingredient in the success of any brand is its claim to authenticity.
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Each year we send more and receive less.
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The most powerful concept in marketing is owning a word in the prospects mind.
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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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Marketing is what a company is in business to do. Marketing is a company’s ultimate objective.
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Brand leadership, of course. Leadership is the single most important motivating factor in consumer behavior.
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After a slow buildup, people become convinced that they have known about the brand forever.
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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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It normally takes decades to build a brand because it takes decades to penetrate the gray matter in between your ears.
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The best way to make news is to announce a new category, not a new product.
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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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Positioning is what you do to the mind of the prospect.
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To get into the consumer’s mind, you have to sacrifice.
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If you CAN’T then all the advertising, fancy packaging, sales promotion and public relations in the world won’t help you achieve your objective.
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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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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 essence of positioning is sacrifice.
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The next generation product almost never comes from the previous generation.
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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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Branding is simply a more efficient way to sell things.
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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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An attribute that nobody else already owns in your category.
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