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Advertising is the way great ...

Advertising is the way great brands get to be great brands.

Al Ries 42 quotes

Changing the direction of a l...

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.

Al Ries 42 quotes

If you can build a powerful b...

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.

Al Ries 42 quotes

The next generation product a...

The next generation product almost never comes from the previous generation.

Al Ries 42 quotes

Strategy and timing are the H...

Strategy and timing are the Himalayas of marketing. Everything else is the Catskills.

Al Ries 42 quotes

Only brand names register in ...

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 42 quotes

Positioning is not what you d...

Positioning is not what you do to a product. Positioning is what you do to the mind of the prospect.

Al Ries 42 quotes

The essence of positioning is...

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

Al Ries 42 quotes

A branding program should be ...

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.

Al Ries 42 quotes

Customers want brands that ar...

Customers want brands that are narrow in scope and distinguishable by a single word, the shorter the better.

Al Ries 42 quotes

When a really new product com...

When a really new product comes along, it's almost always a mistake to hang a well-known name on it. The reason is obvious. A well-known name got well-known because it stood for something. It occupies a position in the prospect's mind. A really well-known name sits on the top rung of a sharply defined ladder. The new product, if it's going to be successful, is going to require a new name. New ladder, new name. It's as simple as that.

Al Ries 42 quotes

Positioning is how you differ...

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 42 quotes

The real barrier (to building...

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.

Al Ries 42 quotes

If you want to build a brand,...

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 42 quotes

Everyone is interested in wha...

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

Al Ries 42 quotes

To get into the consumer's mi...

To get into the consumer's mind, you have to sacrifice. You have to reduce the essence of your brand to a single thought or attribute. An attribute that nobody else already owns in your category.

Al Ries 42 quotes

The crucial ingredient in the...

The crucial ingredient in the success of any brand is its claim to authenticity.

Al Ries 42 quotes

It normally takes decades to ...

It normally takes decades to build a brand... It's the forgetting of the old truth that allows a person to accept a new truth. You need to allow enough time for this forgetting to take place

Al Ries 42 quotes

What's your brand? If you can...

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.

Al Ries 42 quotes

What should a brand leader ad...

What should a brand leader advertise?Brand leadership, of course. Leadership is the single most important motivating factor in consumer behavior.

Al Ries 42 quotes

Добрые, щедрые, великодушные: 6 советских актеров, которые были всеобщими любимчиками

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Расскажем, как сложилась судьба актеров, которые начинали сниматься еще в детстве.
Остаться на вершине в Голливуде удаётся не каждому, особенно если путь начался в детстве. Одни актёры теряются из-за...

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Два года назад отечественное телевидение столкнулось с беспрецедентной кадровой тектоникой — целая группа ярких и узнаваемых ведущих стремительно исчезла с экранов федеральных каналов. Эти лица долгие...

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Кира Найтли на страницах журнала к выходу фильма «Пиджак», 2005. Следы динозавра, раскопанные в русле реки Палакси. Техас. США. 1952г. Самая большая женщина рядом с самым маленьким мужчиной, 1922 год....