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Al Ries Quotes
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Al Ries Quotes 39
- 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
- Good things happen when you narrow your focus.
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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
- Advertising is the way great brands get to be great brands.
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- Strategy and timing are the Himalayas of marketing. Everything else is the Catskills.
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- If you want to build a brand, you must focus your branding efforts on owning a word in the prospect's mind. A word that nobody else owns.
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- 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.
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- 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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- 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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- The Internet is the ultimate in brand-centered buying.
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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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- Positioning is not what you do to a product. Positioning is what you do to the mind of the prospect.
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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 essence of positioning is sacrifice. You must be willing to give up something in order to establish that unique position.
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- War and marketing have many similarities.
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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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- 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.
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- 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.
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- Branding is simply a more efficient way to sell things.
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