The essence of positioning is sacrifice.
AL RIESBut with a laser, you can drill a hole in a diamond or wipe out cancer.
More Al Ries Quotes
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Branding is simply a more efficient way to sell things.
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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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THE LAW OF THE CONTRACTION: A brand becomes stronger when you narrow its focus.
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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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Customers want brands that are narrow in scope and distinguishable by a single word, the shorter the better.
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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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You need to allow enough time for this forgetting to take place
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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.
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The Internet is the ultimate in brand-centered buying.
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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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A branding program should be designed to differentiate your cow from all the other cattle on the range.
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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.
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The next generation product almost never comes from the previous generation.
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Positioning is not what you do to a product.
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Advertising is the way great brands get to be great brands.
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Each year we send more and receive less.
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But with a laser, you can drill a hole in a diamond or wipe out cancer.
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The crucial ingredient in the success of any brand is its claim to authenticity.
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You have to reduce the essence of your brand to a single thought or attribute.
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To get into the consumer’s mind, you have to sacrifice.
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It normally takes decades to build a brand because it takes decades to penetrate the gray matter in between your ears.
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Changing the direction of a large company is like trying to turn an aircraft carrier.
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Positioning is how you differentiate yourself in the mind of the prospect.
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It’s the first company to build the mental position that has the upper hand, not the first company to make the product.
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That is, you position the product in the mind of the prospect.
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When a really new product comes along, it’s almost always a mistake to hang a well-known name on it.
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