To get into the consumer’s mind, you have to sacrifice.
AL RIESTo get into the consumer’s mind, you have to sacrifice.
More Al Ries Quotes
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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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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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An attribute that nobody else already owns in your category.
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It is better to have 50% of one market, instead of 10% of five markets.
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Marketing is not selling. Marketing is building a brand in the mind of the prospect.
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It normally takes decades to build a brand because it takes decades to penetrate the gray matter in between your ears.
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A successful branding program is based on the concept of singularity.
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The Law of the Generic: One of the fastest routes to failure is giving a brand a generic name.
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Brand leadership, of course. Leadership is the single most important motivating factor in consumer behavior.
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Everyone is interested in what‘s new. Few people are interested in what‘s better.
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Each year we send more and receive less.
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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 crucial ingredient in the success of any brand is its claim to authenticity.
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The best way to make news is to announce a new category, not a new product.
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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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