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Al Ries Quotes
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Al Ries Quotes 39
- The essence of positioning is sacrifice. You must be willing to give up something in order to establish that unique position.
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Tags : Al Ries Quotes , Giving Up Quotes , Sacrifice Quotes
- A brand should strive to own a word in the mind of the consumer.
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- Changing the direction of a large company is like trying to turn an aircraft carrier. 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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- Today, communication itself is the problem. We have become the world's first overcommunicated society. Each year we send more and receive less.
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- Positioning is how you differentiate yourself in the mind of the prospect. That is, you position the product in the mind of the prospect.
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- The Internet is the ultimate in brand-centered buying.
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- Strategy and timing are the Himalayas of marketing. Everything else is the Catskills.
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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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- Strategy should evolve out of the mud of the marketplace, not in the antiseptic environment of an ivory tower.
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- War and marketing have many similarities.
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- THE LAW OF THE CONTRACTION: A brand becomes stronger when you narrow its focus.
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- A successful branding program is based on the concept of singularity. 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 not selling. Marketing is building a brand in the mind of the prospect.
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- The real barrier (to building a brand) is the human mind. 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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- 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. After a slow buildup, people become convinced that they have known about the brand forever.
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- Only brand names register in the mind... What you should generally do is take a regular word and use it out of context to connote the primary attribute of your brand.
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- Positioning is not what you do to a product. Positioning is what you do to the mind of the prospect.
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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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- A branding program should be designed to differentiate your cow from all the other cattle on the range. Even if all the cattle on the range look pretty much alike.
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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. You need to allow enough time for this forgetting to take place
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Tags : Al Ries Quotes , Enough Time Quotes , Needs Quotes