Positioning is not what you do to a product.
AL RIESThat is, you position the product in the mind of the prospect.
More Al Ries Quotes
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Everyone is interested in what‘s new. Few people are interested in what‘s better.
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Each year we send more and receive less.
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Branding is simply a more efficient way to sell things.
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Good things happen when you narrow your focus.
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Today, communication itself is the problem. We have become the world’s first overcommunicated society.
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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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Positioning is how you differentiate yourself in the mind of the prospect.
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What’s your brand? If you can’t answer that question about your own brand in two or three words, your brand’s in trouble.
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Marketing is what a company is in business to do. Marketing is a company’s ultimate objective.
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The crucial ingredient in the success of any brand is its claim to authenticity.
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A brand should strive to own a word in the mind of the consumer.
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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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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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Advertising is the way great brands get to be great brands.
AL RIES