Everyone is interested in what‘s new. Few people are interested in what‘s better.
AL RIESIBM didn’t invent the computer; Sperry Rand did. But IBM was the first to build the computer position in the prospect’s mind.
More Al Ries Quotes
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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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Strategy should evolve out of the mud of the marketplace, not in the antiseptic environment of an ivory tower.
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Advertising is the way great brands get to be great brands.
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The real barrier (to building a brand) is the human mind.
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IBM didn’t invent the computer; Sperry Rand did. But IBM was the first to build the computer position in the prospect’s mind.
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Positioning is how you differentiate yourself in the mind of the prospect.
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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’s better to be first in the mind than to be first in the marketplace.
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The essence of positioning is sacrifice.
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A successful branding program is based on the concept of singularity.
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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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To get into the consumer’s mind, you have to sacrifice.
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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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When a really new product comes along, it’s almost always a mistake to hang a well-known name on it.
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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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