Quote

The essence of positioning is sacrifice. You must be willing to give up something in order to establish that unique position.

Al Ries

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Al Ries
Age: 97
Born: 1926
Born: November 14
Author
Economist
Atlanta
Georgia
Something
Sacrifice
Unique
Position
Willing
Order
Give
Positioning
Must
Establish
Giving
Essence

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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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The Law of the Generic: One of the fastest routes to failure is giving a brand a generic name.
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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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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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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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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 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.
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Advertising is the way great brands get to be great brands.
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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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A brand should strive to own a word in the mind of the consumer.
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Marketing is not selling. Marketing is building a brand in the mind of the prospect.
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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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The best way to make news is to announce a new category, not a new product.
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The crucial ingredient in the success of any brand is its claim to authenticity.
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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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Marketing is what a company is in business to do. Marketing is a company's ultimate objective.
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Branding is simply a more efficient way to sell things.
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THE LAW OF THE CONTRACTION: A brand becomes stronger when you narrow its focus.
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Good things happen when you narrow your focus.
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Everyone is interested in what‘s new. Few people are interested in what‘s better.
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