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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.
Al Ries
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Al Ries
Age: 97
Born: 1926
Born: November 14
Author
Economist
Atlanta
Georgia
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Problem
Receive
Today
Communication
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More quotes by Al Ries
Strategy should evolve out of the mud of the marketplace, not in the antiseptic environment of an ivory tower.
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Strategy and timing are the Himalayas of marketing. Everything else is the Catskills.
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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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Advertising is the way great brands get to be great brands.
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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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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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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.
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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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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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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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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
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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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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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The most powerful concept in marketing is owning a word in the prospects mind.
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Everyone is interested in what‘s new. Few people are interested in what‘s better.
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A brand should strive to own a word in the mind of the consumer.
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