Even if all the cattle on the range look pretty much alike.
AL RIESPositioning is what you do to the mind of the prospect.
More Al Ries Quotes
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Your brand’s power lies in dominance.
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War and marketing have many similarities.
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Advertising is the way great brands get to be great brands.
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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.
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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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The essence of positioning is sacrifice.
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The most powerful concept in marketing is owning a word in the prospects mind.
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Positioning is what you do to the mind of the prospect.
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But with a laser, you can drill a hole in a diamond or wipe out cancer.
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Good things happen when you narrow your focus.
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It normally takes decades to build a brand because it takes decades to penetrate the gray matter in between your ears.
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Branding is simply a more efficient way to sell things.
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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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The next generation product almost never comes from the previous generation.
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You need to allow enough time for this forgetting to take place
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