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Positioning is how you differentiate yourself in the mind of the prospect. That is, you position the product in the mind of the prospect.

Al Ries

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Al Ries
Age: 97
Born: 1926
Born: November 14
Author
Economist
Atlanta
Georgia
Positioning
Differentiate
Prospect
Product
Products
Position
Mind

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Everyone is interested in what‘s new. Few people are interested in what‘s better.
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Strategy and timing are the Himalayas of marketing. Everything else is the Catskills.
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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. But with a laser, you can drill a hole in a diamond or wipe out cancer.
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Good things happen when you narrow your focus.
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Changing the direction of a large company is like trying to turn an aircraft carrier. 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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Today, communication itself is the problem. We have become the world's first overcommunicated society. Each year we send more and receive less.
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The essence of positioning is sacrifice. 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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Positioning is not what you do to a product. Positioning is what you do to the mind of the prospect.
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It's better to be first in the mind than to be first in the marketplace.
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Marketing is not selling. Marketing is building a brand in the mind of the prospect.
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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.
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The Internet is the ultimate in brand-centered buying.
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The real barrier (to building a brand) is the human mind. 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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Customers want brands that are narrow in scope and distinguishable by a single word, the shorter the better.
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The Law of the Generic: One of the fastest routes to failure is giving a brand a generic name.
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If you can build a powerful brand, you will have a powerful marketing program. 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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Advertising is the way great brands get to be great brands.
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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.
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