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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
Order
Give
Positioning
Establish
Must
Essence
Giving
Sacrifice
Something
Unique
Position
Willing
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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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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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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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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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The most powerful concept in marketing is owning a word in the prospects mind.
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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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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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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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War and marketing have many similarities.
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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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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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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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