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Al Ries Quotes
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Al Ries Quotes 39
- 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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Tags : Al Ries Quotes , Fear Quotes , Communication Quotes
- Branding is simply a more efficient way to sell things.
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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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- Everyone is interested in what‘s new. Few people are interested in what‘s better.
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- Marketing is not selling. Marketing is building a brand in 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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- Advertising is the way great brands get to be great brands.
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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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- Positioning is not what you do to a product. Positioning is what you do to the mind of the prospect.
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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.
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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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- The crucial ingredient in the success of any brand is its claim to authenticity.
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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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- Your brand's power lies in dominance. It is better to have 50% of one market, instead of 10% of five markets.
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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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- 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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- THE LAW OF THE CONTRACTION: A brand becomes stronger when you narrow its focus.
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- The Internet is the ultimate in brand-centered buying.
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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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