Al Ries Quotes, Focus Quotes, Good Things Quotes

Good things happen when you narrow your focus.

6 years ago

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Tags : Al Ries Quotes , Focus Quotes , Good Things 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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Tags : Al Ries Quotes , Cancer Quotes , Light Quotes

THE LAW OF THE CONTRACTION: A brand becomes stronger when you narrow its focus.

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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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Strategy should evolve out of the mud of the marketplace, not in the antiseptic environment of an ivory tower.

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

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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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Tags : Al Ries Quotes , Mind Quotes , Position 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

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.

6 years ago

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Tags : Al Ries Quotes , Successful Quotes , People Quotes

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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Tags : Al Ries Quotes , Focus Quotes , Effort 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

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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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 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.

6 years ago

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

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.

6 years ago

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Tags : Al Ries Quotes , Sacrifice Quotes , Essence Quotes

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

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Tags : Al Ries Quotes , Way Quotes , Advertising 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.

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The next generation product almost never comes from the previous generation.

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Everyone is interested in what‘s new. Few people are interested in what‘s better.

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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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Tags : Al Ries Quotes , Business Quotes , Marketing Quotes