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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
Make
Announce
Category
Categories
Product
Products
News
Best
Way

More quotes by Al Ries

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Everyone is interested in what‘s new. Few people are interested in what‘s better.
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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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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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It's better to be first in the mind than to be first in the marketplace.
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Marketing is not selling. Marketing is building a brand in the mind of the prospect.
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Good things happen when you narrow your focus.
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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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Branding is simply a more efficient way to sell things.
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War and marketing have many similarities.
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Marketing is what a company is in business to do. Marketing is a company's ultimate objective.
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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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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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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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The most powerful concept in marketing is owning a word in the prospects mind.
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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.
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The crucial ingredient in the success of any brand is its claim to authenticity.
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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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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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The Internet is the ultimate in brand-centered buying.
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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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