Today, communication itself is the problem. We have become the world’s first overcommunicated society.
AL RIESTo get into the consumer’s mind, you have to sacrifice.
More Al Ries Quotes
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Positioning is not what you do to a product.
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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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To get into the consumer’s mind, you have to sacrifice.
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Advertising is the way great brands get to be great brands.
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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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The real barrier (to building a brand) is the human mind.
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War and marketing have many similarities.
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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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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.
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After a slow buildup, people become convinced that they have known about the brand forever.
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The best way to make news is to announce a new category, not a new product.
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The essence of positioning is sacrifice.
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Even if all the cattle on the range look pretty much alike.
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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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Each year we send more and receive less.
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