Quote

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
Product
Products
Position
Mind
Positioning
Differentiate
Prospect

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A successful branding program is based on the concept of singularity. 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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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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Marketing is not selling. Marketing is building a brand in the mind of the prospect.
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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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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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It's better to be first in the mind than to be first in the marketplace.
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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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The most powerful concept in marketing is owning a word in the prospects mind.
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The next generation product almost never comes from the previous generation.
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The best way to make news is to announce a new category, not a new product.
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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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Advertising is the way great brands get to be great brands.
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Good things happen when you narrow your focus.
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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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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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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 essence of positioning is sacrifice. You must be willing to give up something in order to establish that unique position.
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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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THE LAW OF THE CONTRACTION: A brand becomes stronger when you narrow its focus.
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