Al Ries Quotes, Successful Quotes, Perception 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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Strategy should evolve out of the mud of the marketplace, not in the antiseptic environment of an ivory tower.

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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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Tags : Al Ries Quotes , Two Quotes , Three Quotes

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

Customers want brands that are narrow in scope and distinguishable by a single word, the shorter the better.

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Tags : Al Ries Quotes , Business Quotes , Want Quotes

The best way to make news is to announce a new category, not a new product.

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Tags : Al Ries Quotes , News Quotes , Way Quotes

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

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

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.

6 years ago

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Tags : Al Ries Quotes , Mistake Quotes , Successful Quotes

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

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

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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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Tags : Al Ries Quotes , Focus Quotes , Effort Quotes

Marketing is not selling. Marketing is building a brand in the mind of the prospect.

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

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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.

6 years ago

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Tags : Al Ries Quotes , Names Quotes , Mind 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

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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Tags : Al Ries Quotes , Leader Quotes , Important Quotes

War and marketing have many similarities.

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It's better to be first in the mind than to be first in the marketplace.

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Tags : Al Ries Quotes , Business Quotes , Mind Quotes