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Al Ries Quotes
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Al Ries Quotes 39
- 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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Tags : Al Ries Quotes , Giving Up Quotes , Sacrifice Quotes
- The most powerful concept in marketing is owning a word in the prospects mind.
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- War and marketing have many similarities.
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- THE LAW OF THE CONTRACTION: A brand becomes stronger when you narrow its focus.
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- Strategy and timing are the Himalayas of marketing. Everything else is the Catskills.
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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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- Good things happen when you narrow your focus.
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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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- 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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- 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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- 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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- 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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- The best way to make news is to announce a new category, not a new product.
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- The next generation product almost never comes from the previous generation.
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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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- Positioning is not what you do to a product. Positioning is what you do to the mind of the prospect.
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- 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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- The Law of the Generic: One of the fastest routes to failure is giving a brand a generic name.
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