Marketing is what a company is in business to do. Marketing is a company’s ultimate objective.
AL RIESThe Internet is the ultimate in brand-centered buying.
More Al Ries Quotes
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You have to reduce the essence of your brand to a single thought or attribute.
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Brand leadership, of course. Leadership is the single most important motivating factor in consumer behavior.
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What should a brand leader advertise?
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The crucial ingredient in the success of any brand is its claim to authenticity.
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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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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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You must be willing to give up something in order to establish that unique position.
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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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Even if all the cattle on the range look pretty much alike.
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The essence of positioning is sacrifice.
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But with a laser, you can drill a hole in a diamond or wipe out cancer.
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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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After a slow buildup, people become convinced that they have known about the brand forever.
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Positioning is how you differentiate yourself in the mind of the prospect.
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Today, communication itself is the problem. We have become the world’s first overcommunicated society.
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