Al Ries Quotes, Business Quotes, Marketing 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.

5 years ago

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Tags : Al Ries Quotes , Business Quotes , Marketing 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

5 years ago

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

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

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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.

5 years ago

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Tags : Al Ries Quotes , Successful Quotes , Perception 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.

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Tags : Al Ries Quotes , Hands Quotes , Mind Quotes

Good things happen when you narrow your focus.

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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

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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Tags : Al Ries Quotes , Mind Quotes , Position 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

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

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

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Tags : Al Ries Quotes

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.

5 years ago

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Tags : Al Ries Quotes , Successful Quotes , People 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.

5 years ago

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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.

5 years ago

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Tags : Al Ries Quotes , Mistake Quotes , Successful Quotes

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

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Tags : Al Ries Quotes , Mind Quotes , Strive 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.

5 years ago

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

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The crucial ingredient in the success of any brand is its claim to authenticity.

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Tags : Al Ries Quotes , Ingredients Quotes , Authenticity Quotes

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.

5 years ago

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Tags : Al Ries Quotes , Names Quotes , Mind Quotes