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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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Al Ries
Age: 98
Born: 1926
Born: November 14
Author
Economist
Atlanta
Georgia
Brand
Brands
Marketing
Selling
Building
Mind
Prospect

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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Everyone is interested in what‘s new. Few people are interested in what‘s better.
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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Today, communication itself is the problem. We have become the world's first overcommunicated society. Each year we send more and receive less.
Al Ries
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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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Good things happen when you narrow your focus.
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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Positioning is how you differentiate yourself in the mind of the prospect. That is, you position the product in the mind of the prospect.
Al Ries
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War and marketing have many similarities.
Al Ries
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The next generation product almost never comes from the previous generation.
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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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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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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Customers want brands that are narrow in scope and distinguishable by a single word, the shorter the better.
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
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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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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.
Al Ries
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It's better to be first in the mind than to be first in the marketplace.
Al Ries