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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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Al Ries
Age: 98
Born: 1926
Born: November 14
Author
Economist
Atlanta
Georgia
Best
Way
Make
Announce
Category
Categories
Product
Products
News

More quotes by 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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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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Strategy should evolve out of the mud of the marketplace, not in the antiseptic environment of an ivory tower.
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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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Everyone is interested in what‘s new. Few people are interested in what‘s better.
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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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A brand should strive to own a word in the mind of the consumer.
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Marketing is not selling. Marketing is building a brand in 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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Good things happen when you narrow your focus.
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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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Customers want brands that are narrow in scope and distinguishable by a single word, the shorter the better.
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What should a brand leader advertise?Brand leadership, of course. Leadership is the single most important motivating factor in consumer behavior.
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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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The Law of the Generic: One of the fastest routes to failure is giving a brand a generic name.
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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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Positioning is not what you do to a product. Positioning is what you do to the mind of the prospect.
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The Internet is the ultimate in brand-centered buying.
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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It's better to be first in the mind than to be first in the marketplace.
Al Ries