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

Al Ries

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Al Ries
Age: 98
Born: 1926
Born: November 14
Author
Economist
Atlanta
Georgia
Concept
Concepts
Powerful
Word
Business
Mind
Owning
Prospects
Marketing

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Strategy and timing are the Himalayas of marketing. Everything else is the Catskills.
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Changing the direction of a large company is like trying to turn an aircraft carrier. It takes a mile before anything happens. And if it was a wrong turn, getting back on course takes even longer.
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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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A brand should strive to own a word in the mind of the consumer.
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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.
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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 best way to make news is to announce a new category, not a new product.
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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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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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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 crucial ingredient in the success of any brand is its claim to authenticity.
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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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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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What should a brand leader advertise?Brand leadership, of course. Leadership is the single most important motivating factor in consumer behavior.
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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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Positioning is not what you do to a product. Positioning is what you do to the mind of the prospect.
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Everyone is interested in what‘s new. Few people are interested in what‘s better.
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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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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
Al Ries