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...
Al Ries quotes about
hands mind upper-hand
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.
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.
real gray-matter mind
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.
powerful marketing mind
The most powerful concept in marketing is owning a word in the prospects mind.
mind position differentiate
Positioning is how you differentiate yourself in the mind of the prospect. That is, you position the product in the mind of the prospect.
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 mind perception
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.
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.
marketing mind building
Marketing is not selling. Marketing is building a brand in the mind of the prospect.
mind products
Positioning is not what you do to a product. Positioning is what you do to the mind of the prospect.
mind strive should
A brand should strive to own a word in the mind of the consumer.
donald trump younger
She is the Donald Trump of the younger generation,
lying dominance brands
Your brand's power lies in dominance. It is better to have 50% of one market, instead of 10% of five markets.