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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“When one really knows a village like this and its surroundings, it is like becoming acquainted with a single person. The process of falling in love at first sight is as final as it is swift in such a case, but the growth of true friendship may be a lifelong affair.”
― Sarah Orne Jewett, quote from The Country of the Pointed Firs
“While all women are wicked, not all are weak.”
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“In the specially Christian case we have to react against the heavy bias of fatigue. It is almost impossible to make the facts vivid, because the facts are familiar; and for fallen men it is often true that familiarity is fatigue. I am convinced that if we could tell the supernatural story of Christ word for word as of a Chinese hero, call him the Son of Heaven instead of the Son of God, and trace his rayed nimbus in the gold thread of Chinese embroideries or the gold lacquer of Chinese pottery, instead of in the gold leaf of our own old Catholic paintings, there would be a unanimous testimony to the spiritual purity of the story. We should hear nothing then of the injustice of substitution or the illogicality of atonement, of the superstitious exaggeration of the burden of sin or the impossible insolence of an invasion of the laws of nature. We should admire the chivalry of the Chinese conception of a god who fell from the sky to fight the dragons and save the wicked from being devoured by their own fault and folly. We should admire the subtlety of the Chinese view of life, which perceives that all human imperfection is in very truth a crying imperfection. We should admire the Chinese esoteric and superior wisdom, which said there are higher cosmic laws than the laws we know.”
― G.K. Chesterton, quote from The Everlasting Man
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― Lawrence Anthony, quote from Babylon's Ark: The Incredible Wartime Rescue of the Baghdad Zoo
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