Al Ries Quotes, Mind Quotes, Strive Quotes

A brand should strive to own a word in the mind of the consumer.

4 years ago

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Tags : Al Ries Quotes , Mind Quotes , Strive Quotes

Marketing is not selling. Marketing is building a brand in the mind of the prospect.

4 years ago

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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.

4 years ago

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Tags : Al Ries Quotes , Mistake Quotes , Successful 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.

4 years ago

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

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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.

4 years ago

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Tags : Al Ries Quotes , Successful Quotes , People Quotes

Advertising is the way great brands get to be great brands.

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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 next generation product almost never comes from the previous generation.

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Tags : Al Ries Quotes , Generations Quotes , Next Quotes

It's the first company to build the mental position that has the upper hand, not the first company to make the product. IBM didn't invent the computer; Sperry Rand did. But IBM was the first to build the computer position in the prospect's mind.

4 years ago

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Tags : Al Ries Quotes , Hands Quotes , Mind Quotes

The Internet is the ultimate in brand-centered buying.

4 years ago

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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.

4 years ago

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Tags : Al Ries Quotes , Mind Quotes , Position Quotes

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. But with a laser, you can drill a hole in a diamond or wipe out cancer.

4 years ago

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Tags : Al Ries Quotes , Cancer Quotes , Light Quotes

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.

4 years ago

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Tags : Al Ries Quotes , Sacrifice Quotes , Essence Quotes

The most powerful concept in marketing is owning a word in the prospects mind.

4 years ago

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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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Tags : Al Ries Quotes , Ivory Tower Quotes , Towers 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

4 years ago

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Tags : Al Ries Quotes , Enough Time Quotes , Needs Quotes

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

4 years ago

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The essence of positioning is sacrifice. You must be willing to give up something in order to establish that unique position.

4 years ago

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Tags : Al Ries Quotes , Giving Up Quotes , Sacrifice 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.

4 years ago

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Tags : Al Ries Quotes , Powerful Quotes , Marketing Quotes