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Al Ries Quotes
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Al Ries Quotes 39
- 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 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
- 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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- 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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- Marketing is what a company is in business to do. Marketing is a company's ultimate objective.
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- Customers want brands that are narrow in scope and distinguishable by a single word, the shorter the better.
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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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- 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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- 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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- Marketing is not selling. Marketing is building a brand in the mind of the prospect.
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- Good things happen when you narrow your focus.
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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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- Advertising is the way great brands get to be great brands.
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- The best way to make news is to announce a new category, not a new product.
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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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- Branding is simply a more efficient way to sell things.
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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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- THE LAW OF THE CONTRACTION: A brand becomes stronger when you narrow its focus.
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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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- Everyone is interested in what‘s new. Few people are interested in what‘s better.
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