Quotes 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

“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

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Popular quotes

“Religious faith is the one species of human ignorance that will not admit of even the possibility of correction.”
― Sam Harris, quote from The End of Faith: Religion, Terror, and the Future of Reason

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Leo tapped the digital clock, which now read 65:15. “That means without the syncopator, this stuff is all going to vent into the chamber at the same time, in sixty-five minutes. At that point, we’ll get a very nasty reaction.”

Jason and Piper stared at him. Leo wondered if he’d been speaking English. Sometimes when he was agitated he slipped into Spanish, like his mom used to do in her workshop. But he was pretty sure he’d used English.”
― Rick Riordan, quote from The Demigod Diaries

“Through political opportunism and ineptitude, the city had allowed the [police] department to languish for years as an understaffed and underequipped paramilitary organization. Infected with political bacteria itself, the department was top-heavy with managers while the ranks below were so thin that the dog soldiers on the street rarely had the time or inclination to step out of their protective machines, their cars, to meet the people they served. They only ventured out to deal with the dirtbags and consequently, Bosch knew, it had created a police culture in which everybody not in blue was seen as a dirtbag and was treated as such. Everybody.”
― Michael Connelly, quote from The Concrete Blonde

“I’ll need a sparring partner.”

“Karate?” Those completely human-seeming eyes brightened in interest.

“Katana.”

“Hot damn. Let’s do it.”

Lucas coughed. “If you two have stopped flirting, we have business to discuss.”

Indigo grinned but stayed silent. Mercy wasn’t so reticent. “So that’s what it takes to get into Dorian’s pants. I’ll let the sentinel-chasers know.”

Her packmate’s growl only widened her smirk.”
― Nalini Singh, quote from Caressed by Ice

“I love you. You are my life.” He placed my hand over his heart. I could feel it beating erratically beneath my palm. “Feel that? It’s yours. For now and always!”
― A. Meredith Walters, quote from Find You in the Dark

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BookQuoters is a community of passionate readers who enjoy sharing the most meaningful, memorable and interesting quotes from great books. As the world communicates more and more via texts, memes and sound bytes, short but profound quotes from books have become more relevant and important. For some of us a quote becomes a mantra, a goal or a philosophy by which we live. For all of us, quotes are a great way to remember a book and to carry with us the author’s best ideas.

We thoughtfully gather quotes from our favorite books, both classic and current, and choose the ones that are most thought-provoking. Each quote represents a book that is interesting, well written and has potential to enhance the reader’s life. We also accept submissions from our visitors and will select the quotes we feel are most appealing to the BookQuoters community.

Founded in 2023, BookQuoters has quickly become a large and vibrant community of people who share an affinity for books. Books are seen by some as a throwback to a previous world; conversely, gleaning the main ideas of a book via a quote or a quick summary is typical of the Information Age but is a habit disdained by some diehard readers. We feel that we have the best of both worlds at BookQuoters; we read books cover-to-cover but offer you some of the highlights. We hope you’ll join us.