If you want to build a successful brand, you have to unders… - Al Ries

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If you want to build a successful brand, you have to understand divergence. You have to look for opportunities to create new categories by divergence of existing categories. And then you have to become the first brand in this emerging new category.

Al Ries

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David Ogilvy Josh Kaufman Dave Trott Peter Thiel Dan S. Kennedy

Additional quotes by Al Ries

In politics,” said John Lindsay, “the perception is the reality.” So, too, in advertising, in business, and in life.

Големите компании виждат нещата такива, кавито са. Предприемачите ги виждат такива, каквито могат да бъдат.

The Avis campaign will go down in marketing history as a classic example of establishing the “against” position.

If you want to build a successful brand, you have to understand divergence. You have to look for opportunities to create new categories by divergence… - Al Ries

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