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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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Al Ries
Age: 97
Born: 1926
Born: November 14
Author
Economist
Atlanta
Georgia
Forever
Slowly
Mention
Known
Magazines
Newspaper
Become
Stores
Magazine
Mind
Newspapers
Comment
People
Slow
Display
Convinced
Brand
Friend
Store
Blurb
Successful
Brands
Retail
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Advertising is the way great brands get to be great brands.
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The Internet is the ultimate in brand-centered buying.
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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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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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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.
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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.
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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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The crucial ingredient in the success of any brand is its claim to authenticity.
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Strategy and timing are the Himalayas of marketing. Everything else is the Catskills.
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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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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.
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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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Positioning is not what you do to a product. Positioning is what you do to the mind of the prospect.
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