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: 98
Born: 1926
Born: November 14
Author
Economist
Atlanta
Georgia
Giving
Essence
Something
Sacrifice
Unique
Position
Willing
Order
Give
Positioning
Must
Establish

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The best way to make news is to announce a new category, not a new product.
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Branding is simply a more efficient way to sell things.
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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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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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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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THE LAW OF THE CONTRACTION: A brand becomes stronger when you narrow its focus.
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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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Advertising is the way great brands get to be great brands.
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Customers want brands that are narrow in scope and distinguishable by a single word, the shorter the better.
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It's better to be first in the mind than to be first in the marketplace.
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Everyone is interested in what‘s new. Few people are interested in what‘s better.
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