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Branding is simply a more efficient way to sell things.

Al Ries

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Al Ries
Age: 98
Born: 1926
Born: November 14
Author
Economist
Atlanta
Georgia
Simply
Way
Things
Branding
Efficient
Sell
Sells

More quotes by 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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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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The most powerful concept in marketing is owning a word in the prospects mind.
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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.
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The Internet is the ultimate in brand-centered buying.
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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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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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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.
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Good things happen when you narrow your focus.
Al Ries
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A brand should strive to own a word in the mind of the consumer.
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Strategy and timing are the Himalayas of marketing. Everything else is the Catskills.
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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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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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It's better to be first in the mind than to be first in the marketplace.
Al Ries
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War and marketing have many similarities.
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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THE LAW OF THE CONTRACTION: A brand becomes stronger when you narrow its focus.
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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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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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Positioning is not what you do to a product. Positioning is what you do to the mind of the prospect.
Al Ries