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Al Ries Quotes
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Al Ries Quotes 39
- 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
- War and marketing have many similarities.
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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
- 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
- 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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- 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 LAW OF THE CONTRACTION: A brand becomes stronger when you narrow its focus.
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- Branding is simply a more efficient way to sell things.
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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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- It's better to be first in the mind than to be first in the marketplace.
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- The Internet is the ultimate in brand-centered buying.
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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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- 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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- 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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- 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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- 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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- 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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- 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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Tags : Al Ries Quotes , Sacrifice Quotes , Essence Quotes