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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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Al Ries
Age: 98
Born: 1926
Born: November 14
Author
Economist
Atlanta
Georgia
Everyone
Better
People
Interested

More quotes by 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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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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THE LAW OF THE CONTRACTION: A brand becomes stronger when you narrow its focus.
Al Ries
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The next generation product almost never comes from the previous generation.
Al Ries
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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.
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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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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The Internet is the ultimate in brand-centered buying.
Al Ries
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War and marketing have many similarities.
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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The best way to make news is to announce a new category, not a new product.
Al Ries
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The real barrier (to building a brand) is the human mind. It normally takes decades to build a brand because it takes decades to penetrate the gray matter in between your ears.
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
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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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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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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.
Al Ries
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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.
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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Branding is simply a more efficient way to sell things.
Al Ries
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Good things happen when you narrow your focus.
Al Ries