That is, you position the product in the mind of the prospect.
AL RIESWhat’s your brand? If you can’t answer that question about your own brand in two or three words, your brand’s in trouble.
More Al Ries Quotes
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You need to allow enough time for this forgetting to take place
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Positioning is not what you do to a product.
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Each year we send more and receive less.
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Marketing is not selling. Marketing is building a brand in the mind of the prospect.
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Advertising is the way great brands get to be great brands.
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THE LAW OF THE CONTRACTION: A brand becomes stronger when you narrow its focus.
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But with a laser, you can drill a hole in a diamond or wipe out cancer.
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Your brand’s power lies in dominance.
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It takes a mile before anything happens. And if it was a wrong turn, getting back on course takes even longer.
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A successful branding program is based on the concept of singularity.
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The best way to make news is to announce a new category, not a new product.
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You have to reduce the essence of your brand to a single thought or attribute.
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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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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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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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