Positioning is not what you do to a product.
AL RIESAn attribute that nobody else already owns in your category.
More Al Ries Quotes
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Positioning is how you differentiate yourself in 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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A brand should strive to own a word in the mind of the consumer.
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You must be willing to give up something in order to establish that unique position.
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Each year we send more and receive less.
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The crucial ingredient in the success of any brand is its claim to authenticity.
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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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That is, you position the product in the mind of the prospect.
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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.
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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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War and marketing have many similarities.
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Strategy and timing are the Himalayas of marketing. Everything else is the Catskills.
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To get into the consumer’s mind, you have to sacrifice.
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A successful branding program is based on the concept of singularity.
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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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