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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
Differentiate
Prospect
Product
Products
Position
Mind
Positioning

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Branding is simply a more efficient way to sell things.
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Everyone is interested in what‘s new. Few people are interested in what‘s better.
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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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The next generation product almost never comes from the previous generation.
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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. 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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Strategy and timing are the Himalayas of marketing. Everything else is the Catskills.
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Good things happen when you narrow your focus.
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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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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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Customers want brands that are narrow in scope and distinguishable by a single word, the shorter the better.
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Advertising is the way great brands get to be great brands.
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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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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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To get into the consumer's mind, you have to sacrifice. You have to reduce the essence of your brand to a single thought or attribute. An attribute that nobody else already owns in your category.
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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 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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A brand should strive to own a word in the mind of the consumer.
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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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