Quote

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

Al Ries

Change background

T
T
T

Change font

TAGS & TOPICS

Al Ries
Age: 98
Born: 1926
Born: November 14
Author
Economist
Atlanta
Georgia
Mind
Positioning
Prospect
Product
Products

More quotes by Al Ries

Image
Your brand's power lies in dominance. It is better to have 50% of one market, instead of 10% of five markets.
Al Ries
Image
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.
Al Ries
Image
The essence of positioning is sacrifice. You must be willing to give up something in order to establish that unique position.
Al Ries
Image
Customers want brands that are narrow in scope and distinguishable by a single word, the shorter the better.
Al Ries
Image
Everyone is interested in what‘s new. Few people are interested in what‘s better.
Al Ries
Image
Branding is simply a more efficient way to sell things.
Al Ries
Image
THE LAW OF THE CONTRACTION: A brand becomes stronger when you narrow its focus.
Al Ries
Image
Strategy and timing are the Himalayas of marketing. Everything else is the Catskills.
Al Ries
Image
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.
Al Ries
Image
A brand should strive to own a word in the mind of the consumer.
Al Ries
Image
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.
Al Ries
Image
Good things happen when you narrow your focus.
Al Ries
Image
Advertising is the way great brands get to be great brands.
Al Ries
Image
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.
Al Ries
Image
Strategy should evolve out of the mud of the marketplace, not in the antiseptic environment of an ivory tower.
Al Ries
Image
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
Al Ries
Image
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.
Al Ries
Image
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.
Al Ries
Image
The crucial ingredient in the success of any brand is its claim to authenticity.
Al Ries
Image
What should a brand leader advertise?Brand leadership, of course. Leadership is the single most important motivating factor in consumer behavior.
Al Ries