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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'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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Branding is simply a more efficient way to sell things.
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 best way to make news is to announce a new category, not a new product.
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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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 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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A successful branding program is based on the concept of singularity. It creates in the mind of the prospect the perception that there is no product on the market quite like your product.
Al Ries
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Strategy and timing are the Himalayas of marketing. Everything else is the Catskills.
Al Ries
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It's better to be first in the mind than to be first in the marketplace.
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 Law of the Generic: One of the fastest routes to failure is giving a brand a generic name.
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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Strategy should evolve out of the mud of the marketplace, not in the antiseptic environment of an ivory tower.
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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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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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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The crucial ingredient in the success of any brand is its claim to authenticity.
Al Ries