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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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Al Ries
Age: 98
Born: 1926
Born: November 14
Author
Economist
Atlanta
Georgia
Light
Streams
Focuses
Holes
Drill
Cancer
Coherent
Weak
Drills
Source
Wipe
Focus
Stream
Watts
Takes
Diamond
Laser
Energy
Hole
Lasers

More quotes by Al Ries

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It's better to be first in the mind than to be first in the marketplace.
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Marketing is not selling. Marketing is building a brand in the mind of the prospect.
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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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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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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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Good things happen when you narrow your focus.
Al Ries
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A brand should strive to own a word in the mind of the consumer.
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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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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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Branding is simply a more efficient way to sell things.
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THE LAW OF THE CONTRACTION: A brand becomes stronger when you narrow its focus.
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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 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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The most powerful concept in marketing is owning a word in the prospects mind.
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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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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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 best way to make news is to announce a new category, not a new product.
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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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