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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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Al Ries
Age: 98
Born: 1926
Born: November 14
Author
Economist
Atlanta
Georgia
Powerful
Marketing
Packaging
Help
Fancy
Sales
Helping
Advertising
Promotion
Relation
Brand
World
Program
Objective
Build
Relations
Achieve
Brands
Public
Objectives

More quotes by Al Ries

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THE LAW OF THE CONTRACTION: A brand becomes stronger when you narrow its focus.
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The best way to make news is to announce a new category, not a new product.
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War and marketing have many similarities.
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It's better to be first in the mind than to be first in the marketplace.
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Good things happen when you narrow your 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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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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Positioning is not what you do to a product. Positioning is what you do to the mind of the prospect.
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Marketing is not selling. Marketing is building a brand in the mind of the prospect.
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.
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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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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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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 Internet is the ultimate in brand-centered buying.
Al Ries
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Branding is simply a more efficient way to sell things.
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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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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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
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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
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The most powerful concept in marketing is owning a word in the prospects mind.
Al Ries