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Positioning is what you do to the mind of the prospect.

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Mind Position Prospect What

Bagwalas

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Marilyn Monroe Paulo Coelho Abraham Lincoln C. S. Lewis Khalil Gibran Charlie Chaplin Gautama Buddha Isaac Newton

Branding is simply a more efficient way to sell things.
AL RIES

Brand Efficient Sell Thing Way
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.
AL RIES

Going Name New Product Require Simple Succesful
Strategy and timing are the Himalayas of marketing. Everything else is the Catskills.
AL RIES

Advertise Catskill Else Everything Himalaya Market Strategy Time
An attribute that nobody else already owns in your category.
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Already Attribute Else Nobody Own Through
What should a brand leader advertise?
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Advertise Behavior Brand Important Leader
Marketing is not selling. Marketing is building a brand in the mind of the prospect.
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Brand Build Market Mind Prospect Sell
The Law of the Generic: One of the fastest routes to failure is giving a brand a generic name.
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Brand Failure Fast Give Law Name One Route
THE LAW OF THE CONTRACTION: A brand becomes stronger when you narrow its focus.
AL RIES

Band ContrAction Focus Law Narrow Stronger
The crucial ingredient in the success of any brand is its claim to authenticity.
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Authenticity Claim Ingredient Success
The essence of positioning is sacrifice.
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Essence Giving Sacrifice Unique Up
Each year we send more and receive less.
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Each Less More Receive Send Year
It is better to have 50% of one market, instead of 10% of five markets.
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Better Have Instead Market Prospect
Strategy should evolve out of the mud of the marketplace, not in the antiseptic environment of an ivory tower.
AL RIES

Evolve Ivory Tower Marketplace Mud Strategy Towers
Everyone is interested in what‘s new. Few people are interested in what‘s better.
AL RIES

Better Everyone New People
A successful branding program is based on the concept of singularity.
AL RIES

Based Brand Concept Mind Perception Program Successful
If you want to build a brand, you must focus your branding efforts on owning a word in the prospect’s mind. A word that nobody else owns.
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Brand Build Effort Else Focus Known Mind Nobody Owing Word

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