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Positioning: The Battle for Your Mind: How to Be Seen and Heard in the Overcrowded Marketplace QUOTES

Positioning: The Battle for Your Mind: How to Be Seen and Heard in the Overcrowded Marketplace QUOTES

1 " 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. "

― Al Ries , Positioning: The Battle for Your Mind: How to Be Seen and Heard in the Overcrowded Marketplace

2 " Don't play semantic games with the prospect. Advertising is not a debate. It's a seduction. "

― Al Ries , Positioning: The Battle for Your Mind: How to Be Seen and Heard in the Overcrowded Marketplace

3 " 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 accepts only that which matches prior knowledge or experience. "

― Al Ries , Positioning: The Battle for Your Mind: How to Be Seen and Heard in the Overcrowded Marketplace

4 " 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. "

― Al Ries , Positioning: The Battle for Your Mind: How to Be Seen and Heard in the Overcrowded Marketplace

5 " Too often, however, greed gets confused with positioning thinking. Charging high prices is not the way to get rich. Being the first to (1) establish the high-price position (2) with a valid product story (3) in a category where consumers are receptive to a high-priced brand is the secret of success. Otherwise, your high price just drives prospective customers away. "

― Al Ries , Positioning: The Battle for Your Mind: How to Be Seen and Heard in the Overcrowded Marketplace

6 " Mind-changing is the road to advertising disaster. "

― Al Ries , Positioning: The Battle for Your Mind: How to Be Seen and Heard in the Overcrowded Marketplace

7 " companies are focused on building products rather than brands. A product is something made in a factory. A brand is something made in the mind. To be successful today, you have to build brands, not products. And you build brands by using positioning strategies, starting with a good name. Any "

― Al Ries , Positioning: The Battle for Your Mind: How to Be Seen and Heard in the Overcrowded Marketplace

8 " When you try to be everything, you wind up being nothing. "

― Al Ries , Positioning: The Battle for Your Mind: How to Be Seen and Heard in the Overcrowded Marketplace

9 " You build brand loyalty in a supermarket the same way you build mate loyalty in a marriage. You get there first and then be careful not give them a reason to switch. "

― Al Ries , Positioning: The Battle for Your Mind: How to Be Seen and Heard in the Overcrowded Marketplace

10 " successful positioning requires consistency. You must keep at it year after year. "

― Al Ries , Positioning: The Battle for Your Mind: How to Be Seen and Heard in the Overcrowded Marketplace

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

― Al Ries , Positioning: The Battle for Your Mind: How to Be Seen and Heard in the Overcrowded Marketplace

12 " The fickle-fingers affair Another missed opportunity is known in hand lotion circles as “the fickle-fingers affair.” The story starts with Jergens, the No. 1 brand with the dominant share of market. First, the company introduced Jergens Extra Dry, a creamlike product in an era of liquidlike lotions. Jergens Extra Dry was really a significant innovation smothered by the similarity of names. The prospect didn’t recognize the difference. But the competition did. Chesebrough-Pond’s introduced Intensive Care. Now for the first time, the new creamlike lotion had a name which positioned the product clearly in the consumer’s mind. And the product took off. Of course, when Jergens realized what was happening, they countered with a brand called Direct Aid. But it was the old story of too little and too late because the marketing victory went to Intensive Care. Today Intensive Care is the No. 1 brand. It outsells Jergens, Jergens Extra Dry, and Direct Aid combined. But isn’t the brand really called “Vaseline Intensive Care,” a line-extended name? True, but customers call the product Intensive Care, not Vaseline. In the mind of the prospect Vaseline is petroleum jelly; Intensive Care is a hand lotion. "

― Al Ries , Positioning: The Battle for Your Mind: How to Be Seen and Heard in the Overcrowded Marketplace

13 " Marriage, as a human institution, depends on the concept of first being better than best. And so does business. "

― Al Ries , Positioning: The Battle for Your Mind: How to Be Seen and Heard in the Overcrowded Marketplace

14 " The easy way to get into a person’s mind is to be first. "

― Al Ries , Positioning: The Battle for Your Mind: How to Be Seen and Heard in the Overcrowded Marketplace

15 " The most difficult part of positioning is selecting that one specific concept to hang your hat on. Yet you must, if you want to cut through the prospect's wall of indifference. "

― Al Ries , Positioning: The Battle for Your Mind: How to Be Seen and Heard in the Overcrowded Marketplace

16 " If you were forced to drink a beaker of di-hydrogen oxide, your response would probably be negative. If you asked for a glass of water, you might enjoy it. That's right. There's no difference on the palate. The difference, in the brain. "

― Al Ries , Positioning: The Battle for Your Mind: How to Be Seen and Heard in the Overcrowded Marketplace

17 " What’s called luck is usually an outgrowth of successful communication. "

― Al Ries , Positioning: The Battle for Your Mind: How to Be Seen and Heard in the Overcrowded Marketplace

18 " the professionals who are opposed to advertising say it downgrades their profession. And it does. To advertise effectively today, you have to get off your pedestal and put your ear to the ground. You have to get on the same wavelength as the prospect. In advertising, dignity as well as pride goeth before destruction, and a haughty spirit before a fall. "

― Al Ries , Positioning: The Battle for Your Mind: How to Be Seen and Heard in the Overcrowded Marketplace

19 " The Avis campaign will go down in marketing history as a classic example of establishing the “against” position. "

― Al Ries , Positioning: The Battle for Your Mind: How to Be Seen and Heard in the Overcrowded Marketplace

20 " Positioning is an organized system for finding a window in the mind. It is based on the concept that communication can only take place at the right time and under the right circumstances. "

― Al Ries , Positioning: The Battle for Your Mind: How to Be Seen and Heard in the Overcrowded Marketplace