The essence of positioning is sacrifice.
AL RIESEven if all the cattle on the range look pretty much alike.
More Al Ries Quotes
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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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After a slow buildup, people become convinced that they have known about the brand forever.
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The most powerful concept in marketing is owning a word in the prospects mind.
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If you can build a powerful brand, you will have a powerful marketing program.
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War and marketing have many similarities.
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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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Branding is simply a more efficient way to sell things.
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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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Positioning is how you differentiate yourself in the mind of the prospect.
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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 real barrier (to building a brand) is the human mind.
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You have to reduce the essence of your brand to a single thought or attribute.
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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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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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