The best way to make news is to announce a new category, not a new product.
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.
More Al Ries Quotes
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An attribute that nobody else already owns in your category.
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Your brand’s power lies in dominance.
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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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Each year we send more and receive less.
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A brand should strive to own a word in the mind of the consumer.
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Everyone is interested in what‘s new. Few people are interested in what‘s better.
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That is, you position the product in the mind of the prospect.
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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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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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Customers want brands that are narrow in scope and distinguishable by a single word, the shorter the better.
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The real barrier (to building a brand) is the human mind.
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Marketing is not selling. Marketing is building a brand in the mind of the prospect.
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The crucial ingredient in the success of any brand is its claim to authenticity.
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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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The most powerful concept in marketing is owning a word in the prospects mind.
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