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Marketing is what a company is in business to do. Marketing is a company's ultimate objective.

Al Ries

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Al Ries
Age: 98
Born: 1926
Born: November 14
Author
Economist
Atlanta
Georgia
Objective
Objectives
Marketing
Ultimate
Company
Business

More quotes by Al Ries

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It's the first company to build the mental position that has the upper hand, not the first company to make the product. IBM didn't invent the computer Sperry Rand did. But IBM was the first to build the computer position in the prospect's mind.
Al Ries
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Advertising is the way great brands get to be great brands.
Al Ries
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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.
Al Ries
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A brand should strive to own a word in the mind of the consumer.
Al Ries
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Positioning is not what you do to a product. Positioning is what you do to the mind of the prospect.
Al Ries
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The Law of the Generic: One of the fastest routes to failure is giving a brand a generic name.
Al Ries
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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.
Al Ries
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THE LAW OF THE CONTRACTION: A brand becomes stronger when you narrow its focus.
Al Ries
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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.
Al Ries
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The most powerful concept in marketing is owning a word in the prospects mind.
Al Ries
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Marketing is not selling. Marketing is building a brand in the mind of the prospect.
Al Ries
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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.
Al Ries
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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.
Al Ries
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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.
Al Ries
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Everyone is interested in what‘s new. Few people are interested in what‘s better.
Al Ries
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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
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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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Branding is simply a more efficient way to sell things.
Al Ries
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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.
Al Ries
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Strategy should evolve out of the mud of the marketplace, not in the antiseptic environment of an ivory tower.
Al Ries