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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: 97
Born: 1926
Born: November 14
Author
Economist
Atlanta
Georgia
Look
Cows
Looks
Alike
Even
Designed
Much
Marketing
Range
Program
Branding
Pretty
Differentiate
Business
Cattle
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It's better to be first in the mind than to be first in the marketplace.
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The Internet is the ultimate in brand-centered buying.
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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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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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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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Branding is simply a more efficient way to sell things.
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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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Strategy and timing are the Himalayas of marketing. Everything else is the Catskills.
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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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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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