Al Ries Quotes, Powerful Quotes, Business Quotes

The most powerful concept in marketing is owning a word in the prospects mind.

5 years ago

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Tags : Al Ries Quotes , Powerful Quotes , Business 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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Everyone is interested in what‘s new. Few people are interested in what‘s better.

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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

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

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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.

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Tags : Al Ries Quotes , Hands Quotes , Mind Quotes

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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Positioning is not what you do to a product. Positioning is what you do to the mind of the prospect.

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

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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

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

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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Tags : Al Ries Quotes , Lying Quotes , Dominance 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

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

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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Strategy should evolve out of the mud of the marketplace, not in the antiseptic environment of an ivory tower.

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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

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

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