“The essence of positioning is sacrifice. You must be willing to give up something in order to establish that unique position. Nyquil,” — Al Ries Copy Share Image
Positioning is not what you do to a product. Positioning is what you do to the mind of the prospect. — Al Ries Copy Share Image
Positioning is how you differentiate yourself in the mind of the prospect. That is, you position the product in the mind of… — Al Ries Copy Share Image
The essence of positioning is sacrifice. You must be willing to give up something in order to establish that unique position. — Al Ries Copy Share Image
“Never run advertising until the major publicity possibilities have been exploited.” — Al Ries Copy Share Image
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.… — Al Ries Copy Share Image
Marketing is what a company is in business to do. Marketing is a company's ultimate objective. — Al Ries Copy Share Image
The next generation product almost never comes from the previous generation. — Al Ries Copy Share Image
Your brand's power lies in dominance. It is better to have 50% of one market, instead of 10% of five markets. — Al Ries Copy Share 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 Copy Share 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… — Al Ries Copy Share Image
A branding program should be designed to differentiate your cow from all the other cattle on the range. Even if all the cattle on… — Al Ries Copy Share Image
When a really new product comes along, it's almost always a mistake to hang a well-known name on it. The reason is obvious. A… — Al Ries Copy Share 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… — Al Ries Copy Share 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… — Al Ries Copy Share Image
Customers want brands that are narrow in scope and distinguishable by a single word, the shorter the better. — Al Ries Copy Share Image
“The mind, as a defense against the volume of today’s communications, screens and rejects much of the information offered it. In general, the mind… — Al Ries Copy Share Image
