Positioning is not what you do to a product.
AL RIESTo get into the consumer’s mind, you have to sacrifice.
More Al Ries Quotes
-
-
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.
AL RIES -
It normally takes decades to build a brand because it takes decades to penetrate the gray matter in between your ears.
AL RIES -
Strategy should evolve out of the mud of the marketplace, not in the antiseptic environment of an ivory tower.
AL RIES -
What should a brand leader advertise?
AL RIES -
It’s the first company to build the mental position that has the upper hand, not the first company to make the product.
AL RIES -
Positioning is how you differentiate yourself in the mind of the prospect.
AL RIES -
War and marketing have many similarities.
AL RIES -
To get into the consumer’s mind, you have to sacrifice.
AL RIES -
The Law of the Generic: One of the fastest routes to failure is giving a brand a generic name.
AL RIES -
Brand leadership, of course. Leadership is the single most important motivating factor in consumer behavior.
AL RIES -
Changing the direction of a large company is like trying to turn an aircraft carrier.
AL RIES -
The crucial ingredient in the success of any brand is its claim to authenticity.
AL RIES -
Successful 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 RIES -
Advertising is the way great brands get to be great brands.
AL RIES -
When a really new product comes along, it’s almost always a mistake to hang a well-known name on it.
AL RIES -
Today, communication itself is the problem. We have become the world’s first overcommunicated society.
AL RIES -
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.
AL RIES -
You have to reduce the essence of your brand to a single thought or attribute.
AL RIES -
You must be willing to give up something in order to establish that unique position.
AL RIES -
You need to allow enough time for this forgetting to take place
AL RIES -
The essence of positioning is sacrifice.
AL RIES -
Customers want brands that are narrow in scope and distinguishable by a single word, the shorter the better.
AL RIES -
After a slow buildup, people become convinced that they have known about the brand forever.
AL RIES -
Marketing is not selling. Marketing is building a brand in the mind of the prospect.
AL RIES -
Good things happen when you narrow your focus.
AL RIES -
Each year we send more and receive less.
AL RIES