Quote

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

Al Ries

Change background

T
T
T

Change font

TAGS & TOPICS

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

More quotes by Al Ries

Image
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.
Al Ries
Image
The most powerful concept in marketing is owning a word in the prospects mind.
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
The Internet is the ultimate in brand-centered buying.
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's better to be first in the mind than to be first in the marketplace.
Al Ries
Image
Customers want brands that are narrow in scope and distinguishable by a single word, the shorter the better.
Al Ries
Image
Strategy and timing are the Himalayas of marketing. Everything else is the Catskills.
Al Ries
Image
THE LAW OF THE CONTRACTION: A brand becomes stronger when you narrow its focus.
Al Ries
Image
Advertising is the way great brands get to be great brands.
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
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.
Al Ries
Image
War and marketing have many similarities.
Al Ries
Image
Positioning is not what you do to a product. Positioning is what you do to the mind of the prospect.
Al Ries
Image
Everyone is interested in what‘s new. Few people are interested in what‘s better.
Al Ries
Image
The best way to make news is to announce a new category, not a new product.
Al Ries
Image
The next generation product almost never comes from the previous generation.
Al Ries
Image
Good things happen when you narrow your focus.
Al Ries
Image
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
Image
Marketing is what a company is in business to do. Marketing is a company's ultimate objective.
Al Ries