Al Ries Quotes, Marketing Quotes, Mind Quotes

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

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Tags : Al Ries Quotes , Marketing Quotes , Mind 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

The next generation product almost never comes from the previous generation.

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Branding is simply a more efficient way to sell things.

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Tags : Al Ries Quotes , Way Quotes , Branding Quotes

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

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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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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

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

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

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THE LAW OF THE CONTRACTION: A brand becomes stronger when you narrow its focus.

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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

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

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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Tags : Al Ries Quotes , Powerful Quotes , Marketing 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

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

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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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

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