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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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Al Ries
Age: 97
Born: 1926
Born: November 14
Author
Economist
Atlanta
Georgia
Take
Accepting
Normally
Enough
Takes
Brand
Needs
Forget
Brands
Time
Place
Allows
Truth
Decades
Persons
Allow
Person
Build
Need
Accept
Forgetting
More quotes by Al Ries
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
The crucial ingredient in the success of any brand is its claim to authenticity.
Al Ries
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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Your brand's power lies in dominance. It is better to have 50% of one market, instead of 10% of five markets.
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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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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
THE LAW OF THE CONTRACTION: A brand becomes stronger when you narrow its focus.
Al Ries
A laser is a weak source of energy. A laser takes [only] a few watts of energy and focuses them in a coherent stream of light. But with a laser, you can drill a hole in a diamond or wipe out cancer.
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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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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.
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Good things happen when you narrow your focus.
Al Ries
It's better to be first in the mind than to be first in the marketplace.
Al Ries
The Internet is the ultimate in brand-centered buying.
Al Ries
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
The most powerful concept in marketing is owning a word in the prospects mind.
Al Ries
Everyone is interested in what‘s new. Few people are interested in what‘s better.
Al Ries
The best way to make news is to announce a new category, not a new product.
Al Ries
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
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