Positioning is what you do to the mind of the prospect.
AL RIESIt normally takes decades to build a brand because it takes decades to penetrate the gray matter in between your ears.
More Al Ries Quotes
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The most powerful concept in marketing is owning a word in the prospects mind.
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You must be willing to give up something in order to establish that unique position.
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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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The new product, if it’s going to be successful, is going to require a new name. New ladder, new name. It’s as simple as that.
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After a slow buildup, people become convinced that they have known about the brand forever.
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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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War and marketing have many similarities.
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THE LAW OF THE CONTRACTION: A brand becomes stronger when you narrow its focus.
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Positioning is not what you do to a product.
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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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Your brand’s power lies in dominance.
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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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Today, communication itself is the problem. We have become the world’s first overcommunicated society.
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Even if all the cattle on the range look pretty much alike.
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The best way to make news is to announce a new category, not a new product.
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