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Al Ries Quotes
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Al Ries Quotes 39
- 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'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
- Good things happen when you narrow your focus.
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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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- 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
- 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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- 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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- 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
- It's better to be first in the mind than to be first in the marketplace.
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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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- Strategy should evolve out of the mud of the marketplace, not in the antiseptic environment of an ivory tower.
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- War and marketing have many similarities.
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- Strategy and timing are the Himalayas of marketing. Everything else is the Catskills.
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- 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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- 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
- Successful brands get into the mind slowly. A blurb in a magazine. A mention in a newspaper. A comment from a friend. A display in a retail store. After a slow buildup, people become convinced that they have known about the brand forever.
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Tags : Al Ries Quotes , Successful Quotes , People 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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- Customers want brands that are narrow in scope and distinguishable by a single word, the shorter the better.
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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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Tags : Al Ries Quotes , Sacrifice Quotes , Essence 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