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

More quotes by Al Ries

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Everyone is interested in what‘s new. Few people are interested in what‘s better.
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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 Internet is the ultimate in brand-centered buying.
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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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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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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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A brand should strive to own a word in the mind of the consumer.
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Good things happen when you narrow your focus.
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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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The next generation product almost never comes from the previous generation.
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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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It's better to be first in the mind than to be first in the marketplace.
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War and marketing have many similarities.
Al Ries
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The crucial ingredient in the success of any brand is its claim to authenticity.
Al Ries
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Advertising is the way great brands get to be great brands.
Al Ries
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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.
Al Ries
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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.
Al Ries
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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.
Al Ries
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The real barrier (to building a brand) is the human mind. It normally takes decades to build a brand because it takes decades to penetrate the gray matter in between your ears.
Al Ries
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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.
Al Ries