Positioning is what you do to the mind of the prospect.
AL RIESWar and marketing have many similarities.
More Al Ries Quotes
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What should a brand leader advertise?
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Positioning is not what you do to a product.
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You need to allow enough time for this forgetting to take place
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Branding is simply a more efficient way to sell things.
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A successful branding program is based on the concept of singularity.
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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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Strategy should evolve out of the mud of the marketplace, not in the antiseptic environment of an ivory tower.
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It creates in the mind of the prospect the perception that there is no product on the market quite like your product.
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If you can build a powerful brand, you will have a powerful marketing program.
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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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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 crucial ingredient in the success of any brand is its claim to authenticity.
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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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The reason is obvious. A well-known name got well-known because it stood for something. It occupies a position in the prospect’s mind. A really well-known name sits on the top rung of a sharply defined ladder.
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The Internet is the ultimate in brand-centered buying.
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