Al Ries · 213 pages
Rating: (11.7K votes)
“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, quote from Positioning: The Battle for Your Mind: How to Be Seen and Heard in the Overcrowded Marketplace
“Marriage, as a human institution, depends on the concept of first being better than best. And so does business.”
― Al Ries, quote from Positioning: The Battle for Your Mind: How to Be Seen and Heard in the Overcrowded Marketplace
“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, quote from Positioning: The Battle for Your Mind: How to Be Seen and Heard in the Overcrowded Marketplace
“Mind-changing is the road to advertising disaster.”
― Al Ries, quote from Positioning: The Battle for Your Mind: How to Be Seen and Heard in the Overcrowded Marketplace
“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, quote from Positioning: The Battle for Your Mind: How to Be Seen and Heard in the Overcrowded Marketplace
“Don't play semantic games with the prospect. Advertising is not a debate. It's a seduction.”
― Al Ries, quote from Positioning: The Battle for Your Mind: How to Be Seen and Heard in the Overcrowded Marketplace
“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, quote from Positioning: The Battle for Your Mind: How to Be Seen and Heard in the Overcrowded Marketplace
“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, quote from Positioning: The Battle for Your Mind: How to Be Seen and Heard in the Overcrowded Marketplace
“The Avis campaign will go down in marketing history as a classic example of establishing the “against” position.”
― Al Ries, quote from Positioning: The Battle for Your Mind: How to Be Seen and Heard in the Overcrowded Marketplace
“Don’t try to trick the prospect. Advertising is not a debate. It’s a seduction. The”
― Al Ries, quote from Positioning: The Battle for Your Mind: How to Be Seen and Heard in the Overcrowded Marketplace
“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, quote from Positioning: The Battle for Your Mind: How to Be Seen and Heard in the Overcrowded Marketplace
“What’s called luck is usually an outgrowth of successful communication.”
― Al Ries, quote from Positioning: The Battle for Your Mind: How to Be Seen and Heard in the Overcrowded Marketplace
“The essence of positioning is sacrifice. You must be willing to give up something in order to establish that unique position. Nyquil,”
― Al Ries, quote from Positioning: The Battle for Your Mind: How to Be Seen and Heard in the Overcrowded Marketplace
“In politics,” said John Lindsay, “the perception is the reality.” So, too, in advertising, in business, and in life.”
― Al Ries, quote from Positioning: The Battle for Your Mind: How to Be Seen and Heard in the Overcrowded Marketplace
“In our overcommunicated society, the paradox is that nothing is more important than communication.”
― Al Ries, quote from Positioning: The Battle for Your Mind: How to Be Seen and Heard in the Overcrowded Marketplace
“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, quote from Positioning: The Battle for Your Mind: How to Be Seen and Heard in the Overcrowded Marketplace
Al Ries
Born place: The United States
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“Those who met with greater economic success in life were responsible to help those in genuine need; but those who from lack of virtue failed to pull their own weight could expect no help from society.”
― Walter Isaacson, quote from Benjamin Franklin: An American Life
“Liraz may have captured Ziri's soul like a butterfly in a bottle, but that was only a formality. It was already hers.
And, clearly, judging by the state of her laugh-sobbing in Karou's arms, hers was his, too.”
― Laini Taylor, quote from Dreams of Gods and Monsters
“On Christ’s glory I would fix all my thoughts and desires, and the more I see of the glory of Christ, the more the painted beauties of this world will wither in my eyes and I will be more and more crucified to this world. It will become to me like something dead and putrid, impossible for me to enjoy.”
― John Owen, quote from The Glory of Christ
“He hadn’t observed Kowalski or Debany licking their mates’ hands.”
― Anne Bishop, quote from Marked in Flesh
“[A Chinese Restaurant.] Roma is seated alone at the booth. Lingk is at the booth next to him. Roma ,i>is talking to him.
* * *
Roma: . . . Eh? What I’m saying, what is our life? (Pause.) It’s looking forward or it’s looking back. And that’s our life. That’s it. Where is the moment? (Pause.) And what is it that we’re afraid of? Loss. What else? (Pause.) The bank,/i> closes. We get sick, my wife died on a plane, the stock market collapsed . . . the house burnt down . . . what of these happen . . . ? None of ’em. We worry anyway. What does this mean? I’m not secure. How can I be secure? (Pause.) Through amassing wealth beyond all measure? No. And what’s beyond all measure? That’s a sickness. That’s a trap. There is no measure. Only greed. How can we act? The right way, we would say, to deal with this: “There is a one-in-a million chance that so and so will happen. . . . Fuck it, it won’t happen to me. . . .” No. We know that’s not the right way I think. (Pause.) We say the correct way to deal with this is “There is a one-in-so-and-so chance that this will happen . . . God protect me. I am powerless, let it not happen to me. . . .” But no to that. I say. There’s something else. What is it? “If it happens, AS IT MAY for that is not within our powers, I will deal with it, just as I do today with what draws my concern today.” I say this is how we must act. I do those things which seem correct to me today. I trust myself. And if security concerns me, I do that which today I think will make me secure. And every day I do that, when that day arrives that I need a reserve, (a) odds are that I have it, and (b) the true reserve that I have is the strength that I have of acting each day without fear. (Pause.) According to the dictates of my mind. (Pause.)”
― David Mamet, quote from Glengarry Glen Ross
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