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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
Branding
Efficient
Sell
Sells
Simply
Way
Things

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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The next generation product almost never comes from the previous generation.
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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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Customers want brands that are narrow in scope and distinguishable by a single word, the shorter the better.
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Strategy should evolve out of the mud of the marketplace, not in the antiseptic environment of an ivory tower.
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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 essence of positioning is sacrifice. You must be willing to give up something in order to establish that unique position.
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Advertising is the way great brands get to be great brands.
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Strategy and timing are the Himalayas of marketing. Everything else is the Catskills.
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The Internet is the ultimate in brand-centered buying.
Al Ries
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War and marketing have many similarities.
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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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Marketing is not selling. Marketing is building a brand in the mind of the prospect.
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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Good things happen when you narrow your 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.
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The best way to make news is to announce a new category, not a new product.
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The most powerful concept in marketing is owning a word in the prospects mind.
Al Ries
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The Law of the Generic: One of the fastest routes to failure is giving a brand a generic name.
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