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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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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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A brand should strive to own a word in the mind of the consumer.
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The most powerful concept in marketing is owning a word in the prospects mind.
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The crucial ingredient in the success of any brand is its claim to authenticity.
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Marketing is not selling. Marketing is building a brand in the mind of the prospect.
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A branding program should be designed to differentiate your cow from all the other cattle on the range. Even if all the cattle on the range look pretty much alike.
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Everyone is interested in what‘s new. Few people are interested in what‘s better.
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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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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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Advertising is the way great brands get to be great brands.
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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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The Law of the Generic: One of the fastest routes to failure is giving a brand a generic name.
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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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Good things happen when you narrow your focus.
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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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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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War and marketing have many similarities.
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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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