Positioning is not what you do to a product.
AL RIESPositioning is not what you do to a product.
AL RIESThe Law of the Generic: One of the fastest routes to failure is giving a brand a generic name.
AL RIESThe most powerful concept in marketing is owning a word in the prospects mind.
AL RIESBrand leadership, of course. Leadership is the single most important motivating factor in consumer behavior.
AL RIESAn attribute that nobody else already owns in your category.
AL RIESEveryone is interested in what‘s new. Few people are interested in what‘s better.
AL RIESThat is, you position the product in the mind of the prospect.
AL RIESCustomers want brands that are narrow in scope and distinguishable by a single word, the shorter the better.
AL RIESSuccessful 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.
AL RIESIt normally takes decades to build a brand… It’s the forgetting of the old truth that allows a person to accept a new truth.
AL RIESA brand should strive to own a word in the mind of the consumer.
AL RIESMarketing is not selling. Marketing is building a brand in the mind of the prospect.
AL RIESWhat’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 RIESMarketing is what a company is in business to do. Marketing is a company’s ultimate objective.
AL RIESA 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.
AL RIESTHE LAW OF THE CONTRACTION: A brand becomes stronger when you narrow its focus.
AL RIES