Positioning Al Ries Quotes & Sayings

Positioning is how you differentiate yourself in the mind of the prospect. That is, you position the product in the mind of the prospect. — Al Ries

The essence of positioning is sacrifice. You must be willing to give up something in order to establish that unique position. — Al Ries

Positioning is not what you do to a product. Positioning is what you do to the mind of the prospect. — Al Ries

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