Positioning is what you do to the mind of the prospect.
AL RIESYou need to allow enough time for this forgetting to take place
More Al Ries Quotes
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Today, communication itself is the problem. We have become the world’s first overcommunicated society.
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Changing the direction of a large company is like trying to turn an aircraft carrier.
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The essence of positioning is sacrifice.
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Even if all the cattle on the range look pretty much alike.
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Everyone is interested in what‘s new. Few people are interested in what‘s better.
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If you can build a powerful brand, you will have a powerful marketing program.
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Marketing is not selling. Marketing is building a brand in the mind of the prospect.
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The next generation product almost never comes from the previous generation.
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The crucial ingredient in the success of any brand is its claim to authenticity.
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Branding is simply a more efficient way to sell things.
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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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The Law of the Generic: One of the fastest routes to failure is giving a brand a generic name.
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Your brand’s power lies in dominance.
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Marketing is what a company is in business to do. Marketing is a company’s ultimate objective.
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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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