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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

The Law of the Generic: One o...

The Law of the Generic: One of the fastest routes to failure is giving a brand a generic name.

Al Ries 42 quotes

A laser is a weak source of e...

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.

Al Ries 42 quotes

It's the first company to bui...

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 42 quotes

Marketing is not selling. Mar...

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

Al Ries 42 quotes

Successful brands get into th...

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 42 quotes

Today, communication itself i...

Today, communication itself is the problem. We have become the world's first overcommunicated society. Each year we send more and receive less.

Al Ries 42 quotes

To get into the consumer's min...

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 LAW OF THE CONTRACTION: A ...

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

Al Ries 42 quotes

THE LAW OF THE GENERIC: One of...

THE LAW OF THE GENERIC: One of the fastest routes to failure is giving a brand a generic name.

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

Positioning is not what you do...

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 best way to make news is t...

The best way to make news is to announce a new category, not a new product.

Al Ries 42 quotes

The Internet is the ultimate i...

The Internet is the ultimate in brand-centered buying.

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

What should a brand leader adv...

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

Today, communication itself is...

Today, communication itself is the problem. We have become the world's first overcommunicated society. Each year we send more and receive less.

Al Ries 42 quotes

A branding program should be d...

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

Changing the direction of a la...

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

Good things happen when you na...

Good things happen when you narrow your focus

Al Ries 42 quotes

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

23

Советских актёров часто ставят в пример как образец духовной силы, национальной гордости и внутренней красоты. Они стали символами эпохи, носителями культуры и нравственности. Но, как известно, за кул...

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Актеры — люди творческие, но кто бы мог подумать, что некоторые из них скрывают прекрасный голос. В эпоху раннего Голливуда актеров с музыкальными способностями было немало — это считалось скорее норм...

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Неузнаваемая Ким Кардашьян в объективе фотографа Маркуса Клинко, 2009 год. Памела Андерсон в самой первой съёмке для журнала «Playboy», 1990. На фото голливудская актриса Dorothy Lamour и шимпанзе Джи...

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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...

Жизнь за границей: как изменились судьбы 7 уехавших телеведущих

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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....