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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
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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Strategy and timing are the Himalayas of marketing. Everything else is the Catskills.
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Branding is simply a more efficient way to sell things.
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A brand should strive to own a word in the mind of the consumer.
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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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The Internet is the ultimate in brand-centered buying.
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Marketing is not selling. Marketing is building a brand in the mind of the prospect.
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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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Everyone is interested in what‘s new. Few people are interested in what‘s better.
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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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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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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 next generation product almost never comes from the previous generation.
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War and marketing have many similarities.
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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 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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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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THE LAW OF THE CONTRACTION: A brand becomes stronger when you narrow its focus.
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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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Strategy should evolve out of the mud of the marketplace, not in the antiseptic environment of an ivory tower.
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