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Advertising is the way great brands get to be great brands.

Al Ries

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Al Ries
Age: 98
Born: 1926
Born: November 14
Author
Economist
Atlanta
Georgia
Advertising
Great
Way
Brands

More quotes by Al Ries

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War and marketing have many similarities.
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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.
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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.
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A brand should strive to own a word in the mind of the consumer.
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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.
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Marketing is not selling. Marketing is building a brand in the mind of the prospect.
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Marketing is what a company is in business to do. Marketing is a company's ultimate objective.
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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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Good things happen when you narrow your focus.
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THE LAW OF THE CONTRACTION: A brand becomes stronger when you narrow its focus.
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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.
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The Law of the Generic: One of the fastest routes to failure is giving a brand a generic name.
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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.
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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 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 most powerful concept in marketing is owning a word in the prospects mind.
Al Ries
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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 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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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