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The next generation product almost never comes from the previous generation.

Al Ries

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Al Ries
Age: 98
Born: 1926
Born: November 14
Author
Economist
Atlanta
Georgia
Product
Generation
Products
Generations
Almost
Comes
Next
Never
Previous

More quotes by 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.
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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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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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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 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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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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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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A brand should strive to own a word in the mind of the consumer.
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Branding is simply a more efficient way to sell things.
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Strategy and timing are the Himalayas of marketing. Everything else is the Catskills.
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Marketing is what a company is in business to do. Marketing is a company's ultimate objective.
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Advertising is the way great brands get to be great brands.
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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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Good things happen when you narrow your focus.
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.
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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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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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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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Positioning is not what you do to a product. Positioning is what you do to the mind of the prospect.
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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