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The Internet is the ultimate in brand-centered buying.

Al Ries

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Al Ries
Age: 98
Born: 1926
Born: November 14
Author
Economist
Atlanta
Georgia
Centered
Brand
Brands
Buying
Ultimate
Internet

More quotes by 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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It's better to be first in the mind than to be first in the marketplace.
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Strategy and timing are the Himalayas of marketing. Everything else is the Catskills.
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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.
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Marketing is not selling. Marketing is building a brand in the mind of the prospect.
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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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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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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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The next generation product almost never comes from the previous generation.
Al Ries
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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.
Al Ries
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The most powerful concept in marketing is owning a word in the prospects mind.
Al Ries
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Advertising is the way great brands get to be great brands.
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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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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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The best way to make news is to announce a new category, not a new product.
Al Ries
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Branding is simply a more efficient way to sell things.
Al Ries
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Good things happen when you narrow your focus.
Al Ries
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War and marketing have many similarities.
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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Marketing is what a company is in business to do. Marketing is a company's ultimate objective.
Al Ries