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.

6 years ago

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Tags : Al Ries Quotes , Change Quotes , Trying 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.

6 years ago

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Tags : Al Ries Quotes , Successful Quotes , People 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.

6 years ago

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Tags : Al Ries Quotes , Mistake Quotes , Successful Quotes

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

6 years ago

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

6 years ago

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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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Good things happen when you narrow your focus.

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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

The next generation product almost never comes from the previous generation.

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Tags : Al Ries Quotes , Generations Quotes , Next 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.

6 years ago

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Tags : Al Ries Quotes , Powerful Quotes , Marketing Quotes

THE LAW OF THE CONTRACTION: A brand becomes stronger when you narrow its focus.

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War and marketing have many similarities.

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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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Tags : Al Ries Quotes , Mind 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

Today, communication itself is the problem. We have become the world's first overcommunicated society. Each year we send more and receive less.

6 years ago

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Tags : Al Ries Quotes , Fear Quotes , Communication 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.

6 years ago

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Tags : Al Ries Quotes , Mind Quotes , Position Quotes

Branding is simply a more efficient way to sell things.

6 years ago

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Tags : Al Ries Quotes , Way Quotes , Branding Quotes

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

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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.

6 years ago

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Tags : Al Ries Quotes , Business Quotes , Marketing Quotes

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

6 years ago

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