The crucial ingredient in the success of any brand is its claim to authenticity.
AL RIES
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The Internet is the ultimate in brand-centered buying.
More Al Ries Quotes
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The crucial ingredient in the success of any brand is its claim to authenticity.
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Branding is simply a more efficient way to sell things.
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Marketing is what a company is in business to do. Marketing is a company’s ultimate objective.
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Brand leadership, of course. Leadership is the single most important motivating factor in consumer behavior.
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The most powerful concept in marketing is owning a word in the prospects mind.
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Even if all the cattle on the range look pretty much alike.
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It creates in the mind of the prospect the perception that there is no product on the market quite like your product.
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Your brand’s power lies in dominance.
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You have to reduce the essence of your brand to a single thought or attribute.
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Everyone is interested in what‘s new. Few people are interested in what‘s better.
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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.
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That is, you position the product in the mind of the prospect.
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Positioning is not what you do to a product.
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THE LAW OF THE CONTRACTION: A brand becomes stronger when you narrow its focus.
AL RIES