Strategy and timing are the Himalayas of marketing. Everything else is the Catskills.
AL RIESToday, communication itself is the problem. We have become the world’s first overcommunicated society.
More Al Ries Quotes
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If you can build a powerful brand, you will have a powerful marketing program.
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Even if all the cattle on the range look pretty much alike.
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Advertising is the way great brands get to be great brands.
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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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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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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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The Law of the Generic: One of the fastest routes to failure is giving a brand a generic name.
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Positioning is what you do to the mind of the prospect.
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A brand should strive to own a word in the mind of the consumer.
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The crucial ingredient in the success of any brand is its claim to authenticity.
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The reason is obvious. A well-known name got well-known because it stood for something. It occupies a position in the prospect’s mind. A really well-known name sits on the top rung of a sharply defined ladder.
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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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Marketing is what a company is in business to do. Marketing is a company’s ultimate objective.
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The Internet is the ultimate in brand-centered buying.
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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.
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