It normally takes decades to build a brand because it takes decades to penetrate the gray matter in between your ears.
AL RIESIt normally takes decades to build a brand because it takes decades to penetrate the gray matter in between your ears.
AL RIESThe 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.
AL RIESA 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.
AL RIESIf you can build a powerful brand, you will have a powerful marketing program.
AL RIESIt takes a mile before anything happens. And if it was a wrong turn, getting back on course takes even longer.
AL RIESMarketing is what a company is in business to do. Marketing is a company’s ultimate objective.
AL RIESBut with a laser, you can drill a hole in a diamond or wipe out cancer.
AL RIESEveryone is interested in what‘s new. Few people are interested in what‘s better.
AL RIESA successful branding program is based on the concept of singularity.
AL RIESThe crucial ingredient in the success of any brand is its claim to authenticity.
AL RIESWhat’s your brand? If you can’t answer that question about your own brand in two or three words, your brand’s in trouble.
AL RIESThat is, you position the product in the mind of the prospect.
AL RIESAdvertising is the way great brands get to be great brands.
AL RIESWhat should a brand leader advertise?
AL RIESIt is better to have 50% of one market, instead of 10% of five markets.
AL RIESIt 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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