That is, you position the product in the mind of the prospect.
AL RIESEven if all the cattle on the range look pretty much alike.
More Al Ries Quotes
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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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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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Marketing is not selling. Marketing is building a brand in the mind of the prospect.
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The best way to make news is to announce a new category, not a new product.
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After a slow buildup, people become convinced that they have known about the brand forever.
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Good things happen when you narrow your focus.
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The essence of positioning is sacrifice.
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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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You have to reduce the essence of your brand to a single thought or attribute.
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Everyone is interested in what‘s new. Few people are interested in what‘s better.
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It is better to have 50% of one market, instead of 10% of five markets.
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A branding program should be designed to differentiate your cow from all the other cattle on the range.
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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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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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Positioning is how you differentiate yourself in the mind of the prospect.
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