It creates in the mind of the prospect the perception that there is no product on the market quite like your product.
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.
More Al Ries Quotes
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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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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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The essence of positioning is sacrifice.
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A successful branding program is based on the concept of singularity.
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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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Advertising is the way great brands get to be great brands.
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The next generation product almost never comes from the previous generation.
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Brand leadership, of course. Leadership is the single most important motivating factor in consumer behavior.
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Positioning is what you do to the mind of the prospect.
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An attribute that nobody else already owns in your category.
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Each year we send more and receive less.
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If you can build a powerful brand, you will have a powerful marketing program.
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Positioning is how you differentiate yourself in the mind of the prospect.
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The real barrier (to building a brand) is the human mind.
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Marketing is not selling. Marketing is building a brand in the mind of the prospect.
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That is, you position the product in the mind of the prospect.
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The best way to make news is to announce a new category, not a new product.
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The most powerful concept in marketing is owning a word in the prospects mind.
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You have to reduce the essence of your brand to a single thought or attribute.
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If you CAN’T then all the advertising, fancy packaging, sales promotion and public relations in the world won’t help you achieve your objective.
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Positioning is not what you do to a product.
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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 better to be first in the mind than to be first in the marketplace.
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IBM didn’t invent the computer; Sperry Rand did. But IBM was the first to build the computer position in the prospect’s mind.
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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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You must be willing to give up something in order to establish that unique position.
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