Al Ries Quotes, Enough Time Quotes, Needs 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

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

Marketing is what a company is in business to do. Marketing is a company's ultimate objective.

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What should a brand leader advertise?Brand leadership, of course. Leadership is the single most important motivating factor in consumer behavior.

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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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Good things happen when you narrow your focus.

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

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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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Tags : Al Ries Quotes , Mind Quotes , Position Quotes

The Internet is the ultimate in brand-centered buying.

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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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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

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

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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.

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Tags : Al Ries Quotes , Cancer Quotes , Light 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

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