Positioning is what you do to the mind of the prospect.
AL RIESPositioning is how you differentiate yourself in the mind of the prospect.
More Al Ries Quotes
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The crucial ingredient in the success of any brand is its claim to authenticity.
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Changing the direction of a large company is like trying to turn an aircraft carrier.
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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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War and marketing have many similarities.
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The real barrier (to building a brand) is the human mind.
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The Internet is the ultimate in brand-centered buying.
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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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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.
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After a slow buildup, people become convinced that they have known about the brand forever.
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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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Strategy should evolve out of the mud of the marketplace, not in the antiseptic environment of an ivory tower.
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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.
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If you can build a powerful brand, you will have a powerful marketing program.
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To get into the consumer’s mind, you have to sacrifice.
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Strategy and timing are the Himalayas of marketing. Everything else is the Catskills.
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