Al Ries Quotes, Enough Time Quotes, Needs Quotes

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

6 years ago

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Tags : Al Ries Quotes , Enough Time Quotes , Needs 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

War and marketing have many similarities.

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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 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

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

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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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Tags : Al Ries Quotes , Fear Quotes , Communication 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.

6 years ago

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Tags : Al Ries Quotes , Mistake Quotes , Successful Quotes

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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Tags : Al Ries Quotes , Names 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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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

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.

6 years ago

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Tags : Al Ries Quotes , Powerful Quotes , Marketing Quotes

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

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The best way to make news is to announce a new category, not a new product.

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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

Strategy and timing are the Himalayas of marketing. Everything else is the Catskills.

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Good things happen when you narrow your focus.

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

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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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Tags : Al Ries Quotes , Focus Quotes , Effort 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