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The most powerful concept in marketing is owning a word in the prospects mind.

Al Ries

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Al Ries
Age: 97
Born: 1926
Born: November 14
Author
Economist
Atlanta
Georgia
Concepts
Powerful
Word
Business
Mind
Owning
Prospects
Marketing
Concept

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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 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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Branding is simply a more efficient way to sell things.
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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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Positioning is how you differentiate yourself in the mind of the prospect. That is, you position the product in the mind of the prospect.
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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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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 LAW OF THE CONTRACTION: A brand becomes stronger when you narrow its 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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Strategy should evolve out of the mud of the marketplace, not in the antiseptic environment of an ivory tower.
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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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Good things happen when you narrow your focus.
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Your brand's power lies in dominance. It is better to have 50% of one market, instead of 10% of five markets.
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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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Advertising is the way great brands get to be great brands.
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War and marketing have many similarities.
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A brand should strive to own a word in the mind of the consumer.
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Positioning is not what you do to a product. Positioning is what you do to the mind of the prospect.
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