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Positioning is not what you do to a product. Positioning is what you do to the mind of the prospect.

Al Ries

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Al Ries
Age: 97
Born: 1926
Born: November 14
Author
Economist
Atlanta
Georgia
Positioning
Prospect
Product
Products
Mind

More quotes by Al Ries

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Strategy and timing are the Himalayas of marketing. Everything else is the Catskills.
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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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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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The best way to make news is to announce a new category, not a new product.
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A brand should strive to own a word in the mind of the consumer.
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War and marketing have many similarities.
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It's better to be first in the mind than to be first in the marketplace.
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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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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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Changing the direction of a large company is like trying to turn an aircraft carrier. It takes a mile before anything happens. And if it was a wrong turn, getting back on course takes even longer.
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THE LAW OF THE CONTRACTION: A brand becomes stronger when you narrow its focus.
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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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Advertising is the way great brands get to be great brands.
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Marketing is not selling. Marketing is building a brand in the mind of the prospect.
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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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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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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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Marketing is what a company is in business to do. Marketing is a company's ultimate objective.
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