IBM didn’t invent the computer; Sperry Rand did. But IBM was the first to build the computer position in the prospect’s mind.
AL RIESYour brand’s power lies in dominance.
More Al Ries Quotes
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Positioning is not what you do to a product.
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Today, communication itself is the problem. We have become the world’s first overcommunicated society.
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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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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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Strategy and timing are the Himalayas of marketing. Everything else is the Catskills.
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A brand should strive to own a word in the mind of the consumer.
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Positioning is how you differentiate yourself in the mind of the prospect.
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Positioning is what you do to the mind of the prospect.
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Branding is simply a more efficient way to sell things.
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You need to allow enough time for this forgetting to take place
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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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But with a laser, you can drill a hole in a diamond or wipe out cancer.
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Everyone is interested in what‘s new. Few people are interested in what‘s better.
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It is better to have 50% of one market, instead of 10% of five markets.
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It’s better to be first in the mind than to be first in the marketplace.
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