Marketing is not selling. Marketing is building a brand in the mind of the prospect.
AL RIESStrategy should evolve out of the mud of the marketplace, not in the antiseptic environment of an ivory tower.
More Al Ries Quotes
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It is better to have 50% of one market, instead of 10% of five markets.
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Your brand’s power lies in dominance.
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The essence of positioning is sacrifice.
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The best way to make news is to announce a new category, not a new product.
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You must be willing to give up something in order to establish that unique position.
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Branding is simply a more efficient way to sell things.
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The Internet is the ultimate in brand-centered buying.
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You need to allow enough time for this forgetting to take place
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An attribute that nobody else already owns in your category.
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Even if all the cattle on the range look pretty much alike.
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Each year we send more and receive less.
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Everyone is interested in what‘s new. Few people are interested in what‘s better.
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If you can build a powerful brand, you will have a powerful marketing program.
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That is, you position the product in the mind of the prospect.
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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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