Positioning is how you differentiate yourself in the mind of the prospect.
AL RIESPositioning is how you differentiate yourself in the mind of the prospect.
AL RIESIf you CAN’T then all the advertising, fancy packaging, sales promotion and public relations in the world won’t help you achieve your objective.
AL RIESThe best way to make news is to announce a new category, not a new product.
AL RIESStrategy should evolve out of the mud of the marketplace, not in the antiseptic environment of an ivory tower.
AL RIESYou must be willing to give up something in order to establish that unique position.
AL RIESBrand leadership, of course. Leadership is the single most important motivating factor in consumer behavior.
AL RIESGood things happen when you narrow your focus.
AL RIESTHE LAW OF THE CONTRACTION: A brand becomes stronger when you narrow its focus.
AL RIESYou need to allow enough time for this forgetting to take place
AL RIESPositioning is what you do to the mind of the prospect.
AL RIESThe most powerful concept in marketing is owning a word in the prospects mind.
AL RIESThat is, you position the product in the mind of the prospect.
AL RIESToday, communication itself is the problem. We have become the world’s first overcommunicated society.
AL RIESBranding is simply a more efficient way to sell things.
AL RIESPositioning is not what you do to a product.
AL RIESAdvertising is the way great brands get to be great brands.
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