Manipulate Quote by Al Reis
““The basic approach of positioning is not to create something new and different, but to manipulate what's already up there in the mind, to retie the connections that already exist.””
About This Quote
Source Book: Marketing Strategies, 2018
Effective positioning leverages existing mental associations rather than inventing entirely new concepts, reshaping perception through strategic connection.
In simple terms: Use existing ideas to reshape perception.
Key Takeaway
Reframe current narratives to influence perception.
Themes
marketing
psychology
branding
Mood
strategic
insightful
Type
business
psychological
When to use this quote
- advertising campaigns
- product launches
- brand revitalization
- consumer education
Key Concepts
cognitive bias
association
reframing
Questions to Reflect On
- How can you identify the most influential existing associations?
- When is creating a novel concept preferable?
A Different Perspective
New ideas can still be necessary for breakthrough markets.
