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Al Ries Quotes
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Al Ries Quotes 39
- Everyone is interested in what‘s new. Few people are interested in what‘s better.
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- War and marketing have many similarities.
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- Branding is simply a more efficient way to sell things.
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- The most powerful concept in marketing is owning a word in the prospects mind.
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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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- 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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- 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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- Strategy and timing are the Himalayas of marketing. Everything else is the Catskills.
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- A brand should strive to own a word in the mind of the consumer.
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- Marketing is not selling. Marketing is building a brand in the mind of the prospect.
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- 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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- The best way to make news is to announce a new category, not a new product.
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- Advertising is the way great brands get to be great brands.
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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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- Strategy should evolve out of the mud of the marketplace, not in the antiseptic environment of an ivory tower.
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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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- 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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- 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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- 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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- 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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