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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
Products
Position
Mind
Positioning
Differentiate
Prospect
Product

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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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Strategy should evolve out of the mud of the marketplace, not in the antiseptic environment of an ivory tower.
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The crucial ingredient in the success of any brand is its claim to authenticity.
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Strategy and timing are the Himalayas of marketing. Everything else is the Catskills.
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The best way to make news is to announce a new category, not a new product.
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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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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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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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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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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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Branding is simply a more efficient way to sell things.
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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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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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Good things happen when you narrow your focus.
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Advertising is the way great brands get to be great brands.
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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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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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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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