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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
Objectives
Marketing
Ultimate
Company
Business
Objective

More quotes by 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.
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Advertising is the way great brands get to be great brands.
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THE LAW OF THE CONTRACTION: A brand becomes stronger when you narrow its focus.
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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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Everyone is interested in what‘s new. Few people are interested in what‘s better.
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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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Branding is simply a more efficient way to sell things.
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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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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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The Internet is the ultimate in brand-centered buying.
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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.
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The next generation product almost never comes from the previous generation.
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Strategy and timing are the Himalayas of marketing. Everything else is the Catskills.
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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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Marketing is not selling. Marketing is building a brand in the mind of the prospect.
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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War and marketing have many similarities.
Al Ries
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Good things happen when you narrow your focus.
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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Customers want brands that are narrow in scope and distinguishable by a single word, the shorter the better.
Al Ries