The essence of positioning is sacrifice.
AL RIES
AL RIES
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Advertising is the way great brands get to be great brands.
Al RiesAl Ries It’s better to be first in the mind than to be first in the marketplace.
Al RiesAl Ries That is, you position the product in the mind of the prospect.
Al RiesAl Ries It creates in the mind of the prospect the perception that there is no product on the market quite like your product.
Al RiesAl Ries Even if all the cattle on the range look pretty much alike.
Al RiesAl Ries You have to reduce the essence of your brand to a single thought or attribute.
Al RiesAl Ries 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.
Al RiesAl Ries Only brand names register in the mind… What you should generally do is take a regular word and use it out of context to connote the primary attribute of your brand.
Al RiesAl Ries The reason is obvious. A well-known name got well-known because it stood for something. It occupies a position in the prospect’s mind. A really well-known name sits on the top rung of a sharply defined ladder.
Al RiesAl Ries An attribute that nobody else already owns in your category.
Al RiesAl Ries A brand should strive to own a word in the mind of the consumer.
Al RiesAl Ries The real barrier (to building a brand) is the human mind.
Al RiesAl Ries If you want to build a brand, you must focus your branding efforts on owning a word in the prospect’s mind. A word that nobody else owns.
Al RiesAl Ries Good things happen when you narrow your focus.
Al RiesAl Ries It is better to have 50% of one market, instead of 10% of five markets.
Al RiesAl Ries Positioning is what you do to the mind of the prospect.
Al RiesAl Ries
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