Quote

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
Takes
Diamond
Laser
Energy
Hole
Lasers
Light
Streams
Focuses
Holes
Drill
Cancer
Coherent
Weak
Drills
Source
Wipe
Focus
Stream
Watts

More quotes by Al Ries

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Marketing is not selling. Marketing is building a brand in the mind of the prospect.
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Everyone is interested in what‘s new. Few people are interested in what‘s better.
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Strategy should evolve out of the mud of the marketplace, not in the antiseptic environment of an ivory tower.
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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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Customers want brands that are narrow in scope and distinguishable by a single word, the shorter the better.
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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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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.
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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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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Positioning is how you differentiate yourself in the mind of the prospect. That is, you position the product in the mind of the prospect.
Al Ries
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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.
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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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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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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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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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 most powerful concept in marketing is owning a word in the prospects mind.
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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Good things happen when you narrow your focus.
Al Ries