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  • Al Ries Quotes   39
  • 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



    Tags : Al Ries Quotes , Mistake Quotes , Successful 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.
    • 5 years ago



    Tags : Al Ries Quotes , Hands Quotes , Mind 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



    Tags : Al Ries Quotes , Successful Quotes , People Quotes