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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: 97
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
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
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
The Internet is the ultimate in brand-centered buying.
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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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Your brand's power lies in dominance. It is better to have 50% of one market, instead of 10% of five markets.
Al Ries
Strategy and timing are the Himalayas of marketing. Everything else is the Catskills.
Al Ries
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
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.
Al Ries
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
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
The most powerful concept in marketing is owning a word in the prospects mind.
Al Ries
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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It's the first company to build the mental position that has the upper hand, not the first company to make the product. IBM didn't invent the computer Sperry Rand did. But IBM was the first to build the computer position in the prospect's mind.
Al Ries
The best way to make news is to announce a new category, not a new product.
Al Ries
War and marketing have many similarities.
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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
Branding is simply a more efficient way to sell things.
Al Ries
The crucial ingredient in the success of any brand is its claim to authenticity.
Al Ries
Strategy should evolve out of the mud of the marketplace, not in the antiseptic environment of an ivory tower.
Al Ries
Everyone is interested in what‘s new. Few people are interested in what‘s better.
Al Ries