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Good things happen when you narrow your focus.

Al Ries

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Al Ries
Age: 98
Born: 1926
Born: November 14
Author
Economist
Atlanta
Georgia
Happen
Happens
Good
Things
Narrow
Focus

More quotes by 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.
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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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.
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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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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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
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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 next generation product almost never comes from the previous generation.
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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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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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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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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Advertising is the way great brands get to be great brands.
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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The best way to make news is to announce a new category, not a new product.
Al Ries
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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
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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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Strategy should evolve out of the mud of the marketplace, not in the antiseptic environment of an ivory tower.
Al Ries