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.”
“Marriage, as a human institution, depends on the concept of first being better than best. And so does business.”
“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.”
“Mind-changing is the road to advertising disaster.”
“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”
“Don't play semantic games with the prospect. Advertising is not a debate. It's a seduction.”
“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.”
“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.”
“The Avis campaign will go down in marketing history as a classic example of establishing the “against” position.”
“Don’t try to trick the prospect. Advertising is not a debate. It’s a seduction. The”
“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.”
“What’s called luck is usually an outgrowth of successful communication.”
“The essence of positioning is sacrifice. You must be willing to give up something in order to establish that unique position. Nyquil,”
“In politics,” said John Lindsay, “the perception is the reality.” So, too, in advertising, in business, and in life.”
“In our overcommunicated society, the paradox is that nothing is more important than communication.”
“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.”
“For a day or two Fleury became quite active. He had his book about the advance of civilization in India to consider and this was one reason why he had taken an interest in the behaviour of the Collector. He asked a great number of questions and even bought a notebook to record pertinent information.
"Why, if the Indian people are happier under our rule," he asked a Treasury official, "do they not emigrate from those native states like Hyderabad which are so dreadfully misgoverned and come and live in
"The apathy of the native is well known," replied the official stiffly. "He is not enterprising."
Fleury wrote down "apathy" in a flowery hand and then, after a moment's hesitation, added "not enterprising".”
“I could not fill those expectations. I’ve never been presented to the queen,” Hamilton said. “Because we live in America and don’t have a queen.”
“Instead she stepped toward me. I had the strange thought that she wanted to come even closer.”
“Governments like it that way. They want their people to see war as a drama of opposites, good and evil, “them” and “us,” victory or defeat. But war is primarily not about victory or defeat but about death and the infliction of death. It represents the total failure of the human spirit.”
“Although I don't use it nearly so much anymore, I've decided, five years down the line, that Mr. Treadstone's verdict on 'kind of' was kind of unjust. Obviously, this phrase can be redundant or reductive, or just plain stupid in some sentences, but not in all sentences. I wouldn't, for example, use a sentence like 'Antarctica is kind of cold', or 'Hitler was kind of evil'. But sometimes, things aren't black and white. And sometimes 'kind of' expresses this better than any other phrase. For example, when I tell you that my mother was kind of peculiar, I can think of no better way of putting this.”
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