Advertising is the way great brands get to be great brands.
AL RIESIBM didn’t invent the computer; Sperry Rand did. But IBM was the first to build the computer position in the prospect’s mind.
More Al Ries Quotes
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The best way to make news is to announce a new category, not a new product.
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But with a laser, you can drill a hole in a diamond or wipe out cancer.
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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 how you differentiate yourself in the mind of the prospect.
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Everyone is interested in what‘s new. Few people are interested in what‘s better.
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The most powerful concept in marketing is owning a word in the prospects mind.
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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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Good things happen when you narrow your focus.
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The real barrier (to building a brand) is the human 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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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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Positioning is not what you do to a product.
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War and marketing have many similarities.
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Today, communication itself is the problem. We have become the world’s first overcommunicated society.
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The crucial ingredient in the success of any brand is its claim to authenticity.
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