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
“غالبًا ما اتمنى أن أحطم حياتي إلى أجزاء ثم أجمعها معًا بطريقة مختلفة ، العودة إلى الوراء صعبة عندما يكون أمامك عدة خيارات”
― Nahid Rachlin, quote from Persian Girls
“all human beings have control over their own destiny. that is, after all, our purpose on this planet. not to interfere with the lives of others but to shape our own experiences.”
― Jessica Brody, quote from The Karma Club
“Between his consciousness and events stood always that impenetrable medium — indifference.”
― Leon Trotsky, quote from History of the Russian Revolution
“He knew that if Michelle entered into the walls of the Vatican, she’d corrupt every single clergyman within, causing them to forsake their vows in trade for a few moments with her. With one glance men would happily follow her to the bowels of hell and swim across the lake of fire to get to her.”
― Travis Luedke, quote from The Nightlife: Las Vegas
“If your behavior is conventional, you’re likely to get conventional results—either good or bad. Only if your behavior is unconventional is your performance likely to be unconventional, and only if your judgments are superior is your performance likely to be above average.”
― Howard Marks, quote from The Most Important Thing: Uncommon Sense for the Thoughtful Investor
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