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The crucial ingredient in the success of any brand is its claim to authenticity.
Al Ries
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Al Ries
Age: 97
Born: 1926
Born: November 14
Author
Economist
Atlanta
Georgia
Success
Ingredient
Authenticity
Ingredients
Brand
Crucial
Brands
Claim
Claims
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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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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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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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Marketing is not selling. Marketing is building a brand in the mind of the prospect.
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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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It's better to be first in the mind than to be first in the marketplace.
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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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Strategy and timing are the Himalayas of marketing. Everything else is the Catskills.
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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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THE LAW OF THE CONTRACTION: A brand becomes stronger when you narrow its focus.
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Advertising is the way great brands get to be great brands.
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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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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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