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.
AL RIESToday, communication itself is the problem. We have become the world’s first overcommunicated society.
More Al Ries Quotes
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Your brand’s power lies in dominance.
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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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Strategy and timing are the Himalayas of marketing. Everything else is the Catskills.
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The most powerful concept in marketing is owning a word in the prospects mind.
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To get into the consumer’s mind, you have to sacrifice.
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War and marketing have many similarities.
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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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What should a brand leader advertise?
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Changing the direction of a large company is like trying to turn an aircraft carrier.
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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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Customers want brands that are narrow in scope and distinguishable by a single word, the shorter the 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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Everyone is interested in what‘s new. Few people are interested in what‘s better.
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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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