Positioning is what you do to the mind of the prospect.
AL RIESYou have to reduce the essence of your brand to a single thought or attribute.
More Al Ries Quotes
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To get into the consumer’s mind, you have to sacrifice.
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If you can build a powerful brand, you will have a powerful marketing program.
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Positioning is not what you do to a product.
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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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Strategy should evolve out of the mud of the marketplace, not in the antiseptic environment of an ivory tower.
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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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Advertising is the way great brands get to be great brands.
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The crucial ingredient in the success of any brand is its claim to authenticity.
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The most powerful concept in marketing is owning a word in the prospects mind.
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It’s better to be first in the mind than to be first in the marketplace.
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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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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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The next generation product almost never comes from the previous generation.
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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 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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