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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: 98
Born: 1926
Born: November 14
Author
Economist
Atlanta
Georgia
Positioning
Differentiate
Prospect
Product
Products
Position
Mind

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The next generation product almost never comes from the previous generation.
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Marketing is not selling. Marketing is building a brand in the mind of the prospect.
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Good things happen when you narrow your focus.
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Branding is simply a more efficient way to sell things.
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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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The crucial ingredient in the success of any brand is its claim to authenticity.
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What should a brand leader advertise?Brand leadership, of course. Leadership is the single most important motivating factor in consumer behavior.
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THE LAW OF THE CONTRACTION: A brand becomes stronger when you narrow its focus.
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Strategy and timing are the Himalayas of marketing. Everything else is the Catskills.
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The most powerful concept in marketing is owning a word in the prospects mind.
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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 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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Advertising is the way great brands get to be great brands.
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Successful brands get into the mind slowly. A blurb in a magazine. A mention in a newspaper. A comment from a friend. A display in a retail store. After a slow buildup, people become convinced that they have known about the brand forever.
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War and marketing have many similarities.
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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. You need to allow enough time for this forgetting to take place
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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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Marketing is what a company is in business to do. Marketing is a company's ultimate objective.
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