Al Ries Quotes, Way Quotes, Advertising Quotes

Advertising is the way great brands get to be great brands.

5 years ago

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Tags : Al Ries Quotes , Way Quotes , Advertising 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.

5 years ago

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Tags : Al Ries Quotes , Hands Quotes , Mind Quotes

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.

5 years ago

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Tags : Al Ries Quotes , Real Quotes , Gray Matter 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.

5 years ago

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Tags : Al Ries Quotes , Successful Quotes , People Quotes

The crucial ingredient in the success of any brand is its claim to authenticity.

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Tags : Al Ries Quotes , Ingredients Quotes , Authenticity 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.

5 years ago

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Tags : Al Ries Quotes , Powerful Quotes , Marketing 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

It's better to be first in the mind than to be first in the marketplace.

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Tags : Al Ries Quotes , Business Quotes , Mind Quotes

The most powerful concept in marketing is owning a word in the prospects mind.

5 years ago

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Tags : Al Ries Quotes , Powerful Quotes , Business Quotes

Branding is simply a more efficient way to sell things.

5 years ago

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Tags : Al Ries Quotes , Way Quotes , Branding Quotes

Positioning is not what you do to a product. Positioning is what you do to the mind of the prospect.

5 years ago

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Tags : Al Ries Quotes , Mind Quotes

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

The Internet is the ultimate in brand-centered buying.

5 years ago

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Tags : Al Ries Quotes , Buying Quotes , Internet Quotes

Good things happen when you narrow your focus.

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Tags : Al Ries Quotes , Focus Quotes , Good Things 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.

5 years ago

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Tags : Al Ries Quotes , Two Quotes , Three Quotes

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.

5 years ago

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Tags : Al Ries Quotes , Change Quotes , Trying Quotes

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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Tags : Al Ries Quotes , Business Quotes , Marketing Quotes

War and marketing have many similarities.

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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.

5 years ago

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Tags : Al Ries Quotes , Cancer Quotes , Light Quotes

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.

5 years ago

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Tags : Al Ries Quotes , Mistake Quotes , Successful Quotes