An attribute that nobody else already owns in your category.
AL RIESThe real barrier (to building a brand) is the human mind.
More Al Ries Quotes
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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’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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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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The most powerful concept in marketing is owning a word in the prospects mind.
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Changing the direction of a large company is like trying to turn an aircraft carrier.
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Everyone is interested in what‘s new. Few people are interested in what‘s better.
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To get into the consumer’s mind, you have to sacrifice.
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The best way to make news is to announce a new category, not a new product.
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You have to reduce the essence of your brand to a single thought or attribute.
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The next generation product almost never comes from the previous generation.
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Advertising is the way great brands get to be great brands.
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Your brand’s power lies in dominance.
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Positioning is how you differentiate yourself in the mind of the prospect.
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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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But with a laser, you can drill a hole in a diamond or wipe out cancer.
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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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Positioning is what you do to the mind of the prospect.
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It is better to have 50% of one market, instead of 10% of five markets.
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Strategy and timing are the Himalayas of marketing. Everything else is the Catskills.
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You must be willing to give up something in order to establish that unique position.
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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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Customers want brands that are narrow in scope and distinguishable by a single word, the shorter the better.
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Each year we send more and receive less.
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Successful brands get into the mind slowly. A blurb in a magazine. A mention in a newspaper. A comment from a friend. A display in a retail store.
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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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