If you want to build a brand, you must focus your branding efforts on owning a word in the prospect’s mind. A word that nobody else owns.
AL RIESThe Internet is the ultimate in brand-centered buying.
More Al Ries Quotes
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Branding is simply a more efficient way to sell things.
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To get into the consumer’s mind, you have to sacrifice.
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Changing the direction of a large company is like trying to turn an aircraft carrier.
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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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If you can build a powerful brand, you will have a powerful marketing program.
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Advertising is the way great brands get to be great brands.
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Each year we send more and receive less.
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Strategy and timing are the Himalayas of marketing. Everything else is the Catskills.
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A successful branding program is based on the concept of singularity.
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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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After a slow buildup, people become convinced that they have known about the brand forever.
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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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Positioning is how you differentiate yourself in the mind of the prospect.
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Successful brands get into the mind slowly. A blurb in a magazine. A mention in a newspaper. A comment from a friend. A display in a retail store.
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It’s the first company to build the mental position that has the upper hand, not the first company to make the product.
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