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Al Ries Quotes
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Al Ries Quotes 39
- 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
- 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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- It's better to be first in the mind than to be first in the marketplace.
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- 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
- Strategy and timing are the Himalayas of marketing. Everything else is the Catskills.
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- War and marketing have many similarities.
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- The Internet is the ultimate in brand-centered buying.
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- The next generation product almost never comes from the previous generation.
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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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- 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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- THE LAW OF THE CONTRACTION: A brand becomes stronger when you narrow its focus.
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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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- The best way to make news is to announce a new category, not a new product.
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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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- The crucial ingredient in the success of any brand is its claim to authenticity.
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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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- Positioning is not what you do to a product. Positioning is what you do to the mind of the prospect.
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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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- Marketing is not selling. Marketing is building a brand in the mind of the prospect.
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- The most powerful concept in marketing is owning a word in the prospects mind.
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