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Successful brands get into the mind slowly. A blurb in a magazine. A mention in a newspaper. A comment from a friend. A display in a retail store. After a slow buildup, people become convinced that they have known about the brand forever.

Al Ries
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Al Ries's Popular Quotes

Good things happen when you narrow your focus.

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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 pret…

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THE LAW OF THE CONTRACTION: A brand becomes stronger when you narrow its focus.

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A brand should strive to own a word in the mind of the consumer.

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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 essence of positioning is sacrifice. You must be willing to give up something in order to establish that unique position.

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Everyone is interested in what‘s new. Few people are interested in what‘s better.

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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 …

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Marketing is not selling. Marketing is building a brand in the mind of the prospect.

- Al Ries
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