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Al Ries Quotes
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Al Ries Quotes 39
- 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
- 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
- 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
- Advertising is the way great brands get to be great brands.
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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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- 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
- 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
- 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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- Everyone is interested in what‘s new. Few people are interested in what‘s better.
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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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- 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
- Marketing is what a company is in business to do. Marketing is a company's ultimate objective.
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- 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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- 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 Internet is the ultimate in brand-centered buying.
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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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- 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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- Good things happen when you narrow your focus.
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- Strategy and timing are the Himalayas of marketing. Everything else is the Catskills.
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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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Tags : Al Ries Quotes , Lying Quotes , Dominance Quotes