Al Ries Quotes, Change Quotes, Trying Quotes

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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Tags : Al Ries Quotes , Change Quotes , Trying Quotes

The best way to make news is to announce a new category, not a new product.

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Everyone is interested in what‘s new. Few people are interested in what‘s better.

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The Internet is the ultimate in brand-centered buying.

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It's better to be first in the mind than to be first in the marketplace.

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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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Tags : Al Ries Quotes , Successful Quotes , Perception Quotes

War and marketing have many similarities.

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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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Tags : Al Ries Quotes , Successful Quotes , People Quotes

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

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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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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Tags : Al Ries Quotes , Two Quotes , Three Quotes

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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Tags : Al Ries Quotes , Real Quotes , Gray Matter Quotes

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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Tags : Al Ries Quotes , Focus Quotes , Effort Quotes

Strategy and timing are the Himalayas of marketing. Everything else is the Catskills.

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To get into the consumer's mind, you have to sacrifice. You have to reduce the essence of your brand to a single thought or attribute. An attribute that nobody else already owns in your category.

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Tags : Al Ries Quotes , Sacrifice Quotes , Essence Quotes

When a really new product comes along, it's almost always a mistake to hang a well-known name on it. 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. The new product, if it's going to be successful, is going to require a new name. New ladder, new name. It's as simple as that.

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Tags : Al Ries Quotes , Mistake Quotes , Successful Quotes

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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The Law of the Generic: One of the fastest routes to failure is giving a brand a generic name.

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Tags : Al Ries Quotes , Generic Name Quotes , Law Quotes

If you can build a powerful brand, you will have a powerful marketing program. If you CAN'T then all the advertising, fancy packaging, sales promotion and public relations in the world won't help you achieve your objective.

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Tags : Al Ries Quotes , Powerful Quotes , Marketing Quotes

Positioning is not what you do to a product. Positioning is what you do to the mind of the prospect.

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Tags : Al Ries Quotes , Mind Quotes