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
“Today we queried, questioned, and inquired. Promise me that come tomorrow, we will not stop asking why.”
― Mark Dunn, quote from Ella Minnow Pea: A Novel in Letters
“My favorite fantasy? You come down into my daytime resting place stark naked," he said, and I could see the gleam of his teeth as he smiled. "Oh, wait," Bill said. "That's already happened.”
― Charlaine Harris, quote from Deadlocked
“It is not given to us to know what difference we can make, and perhaps we can make no difference at all. But that is no reason not to make the attempt," said Saliman quietly. "The Light shines more brightly in the darkness.”
― Alison Croggon, quote from The Crow
“In California there were nuggets the size of walnuts lying on the ground—or so it was said, and truth travels slowly when rumors have wings of gold.”
― Cherie Priest, quote from Boneshaker
“Jack renovated the cabin without being asked, while I stayed at Doc’s house,” Mel said. “About the time I was going to make a break for it, he showed it to me. I said I’d give it a few more days. Then my first delivery occurred and I realized I should give the place a chance. There’s something about a successful delivery in a place like Virgin River where there’s no backup, no anesthesia… Just me and Mom… It’s indescribable.” “Then there’s Jack,” Brie said. “Jack,” Mel repeated. “I don’t know when I’ve met a kinder, stronger, more generous man. Your brother is wonderful, Brie. He’s amazing. Everyone in Virgin River loves him.” “My brother is in love with you,” Brie said. Mel shouldn’t have been shocked. Although he hadn’t said the words, she already knew it. Felt it. At first she thought he was just a remarkable lover, but soon she realized that he couldn’t touch her that way without an emotional investment, as well as a physical one. He gave her everything he had—and not just in the bedroom. It was in her mind to tell Brie—I’m a recent widow! I need time to digest this! I don’t feel free yet—free to accept another man’s love! Her cheeks grew warm and she said nothing. “I realize I’m biased, but when a man like Jack loves a woman, it’s a great honor.” “I agree,” Mel said quietly. *”
― Robyn Carr, quote from Virgin River
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