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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.
Al Ries
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Al Ries
Age: 98
Born: 1926
Born: November 14
Author
Economist
Atlanta
Georgia
Looks
Alike
Even
Designed
Much
Marketing
Range
Program
Branding
Pretty
Differentiate
Business
Cattle
Look
Cows
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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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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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Branding is simply a more efficient way to sell things.
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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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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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The most powerful concept in marketing is owning a word in the prospects mind.
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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.
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Marketing is not selling. Marketing is building a brand in the mind of the prospect.
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