Al Ries
Al Ries
Al Ries is a marketing professional and author. He is also the co-founder and chairman of the Atlanta-based consulting firm Ries & Ries with his partner and daughter, Laura Ries. Along with Jack Trout, Ries is crediting with coining the term "positioning", as related to the field of marketing, and authored Positioning: The Battle For Your Mind, an industry standard on the subject...
powerful marketing mind
The most powerful concept in marketing is owning a word in the prospects mind.
business mind firsts
It's better to be first in the mind than to be first in the marketplace.
names mind use
Only brand names register in the mind... What you should generally do is take a regular word and use it out of context to connote the primary attribute of your brand.
change trying aircraft-carriers
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.
people
Everyone is interested in what‘s new. Few people are interested in what‘s better.
sacrifice essence mind
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.
mind products
Positioning is not what you do to a product. Positioning is what you do to the mind of the prospect.
donald trump younger
She is the Donald Trump of the younger generation,
marketing cows looks
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.
giving-up sacrifice unique
The essence of positioning is sacrifice. You must be willing to give up something in order to establish that unique position.
mind strive should
A brand should strive to own a word in the mind of the consumer.
leader important behavior
What should a brand leader advertise?Brand leadership, of course. Leadership is the single most important motivating factor in consumer behavior.
effort focus mind
If you want to build a brand, you must focus your branding efforts on owning a word in the prospect's mind. A word that nobody else owns.
successful people forever
Successful brands get into the mind slowly. A blurb in a magazine. A mention in a newspaper. A comment from a friend. A display in a retail store. After a slow buildup, people become convinced that they have known about the brand forever.