Strategy should evolve out of the mud of the marketplace, not in the antiseptic environment of an ivory tower.
AL RIESThe essence of positioning is sacrifice.
More Al Ries Quotes
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The Internet is the ultimate in brand-centered buying.
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Brand leadership, of course. Leadership is the single most important motivating factor in consumer behavior.
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Advertising is the way great brands get to be great brands.
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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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If you can build a powerful brand, you will have a powerful marketing program.
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Positioning is not what you do to a product.
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After a slow buildup, people become convinced that they have known about the brand forever.
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The Law of the Generic: One of the fastest routes to failure is giving a brand a generic name.
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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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Marketing is what a company is in business to do. Marketing is a company’s ultimate objective.
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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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An attribute that nobody else already owns in your category.
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Marketing is not selling. Marketing is building a brand in the mind of the prospect.
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The most powerful concept in marketing is owning a word in the prospects mind.
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The best way to make news is to announce a new category, not a new product.
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