That is, you position the product in the mind of the prospect.
AL RIESIt creates in the mind of the prospect the perception that there is no product on the market quite like your product.
More Al Ries Quotes
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The crucial ingredient in the success of any brand is its claim to authenticity.
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You have to reduce the essence of your brand to a single thought or attribute.
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Positioning is not what you do to a product.
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The best way to make news is to announce a new category, not a new product.
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The Law of the Generic: One of the fastest routes to failure is giving a brand a generic name.
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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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When a really new product comes along, it’s almost always a mistake to hang a well-known name on it.
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It’s better to be first in the mind than to be first in the marketplace.
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The most powerful concept in marketing is owning a word in the prospects mind.
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Positioning is how you differentiate yourself in the mind of the prospect.
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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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You must be willing to give up something in order to establish that unique position.
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A brand should strive to own a word in the mind of the consumer.
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Changing the direction of a large company is like trying to turn an aircraft carrier.
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War and marketing have many similarities.
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