IBM didn’t invent the computer; Sperry Rand did. But IBM was the first to build the computer position in the prospect’s mind.
AL RIESThe Internet is the ultimate in brand-centered buying.
More Al Ries Quotes
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Strategy should evolve out of the mud of the marketplace, not in the antiseptic environment of an ivory tower.
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The new product, if it’s going to be successful, is going to require a new name. New ladder, new name. It’s as simple as that.
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Advertising is the way great brands get to be great brands.
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Positioning is what you do to the mind of the prospect.
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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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If you can build a powerful brand, you will have a powerful marketing program.
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War and marketing have many similarities.
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Everyone is interested in what‘s new. Few people are interested in what‘s better.
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To get into the consumer’s mind, you have to sacrifice.
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You have to reduce the essence of your brand to a single thought or attribute.
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Strategy and timing are the Himalayas of marketing. Everything else is the Catskills.
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What should a brand leader advertise?
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When a really new product comes along, it’s almost always a mistake to hang a well-known name on it.
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Changing the direction of a large company is like trying to turn an aircraft carrier.
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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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