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Top 60 Al Ries Quotes (2024 Update)
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51. “The Internet is the ultimate in brand-centered buying.”

Al Ries Quote: “You want to change something in a computer? Just type over or delete the existing material. You want to change something in a mind? Forget it.”

52. “You want to change something in a computer? Just type over or delete the existing material. You want to change something in a mind? Forget it.”

Al Ries Quote: “Marriage, as a human institution, depends on the concept of first being better than best. And so does business.”

53. “Marriage, as a human institution, depends on the concept of first being better than best. And so does business.”

Al Ries Quote: “Traditional marketing is not focused on creating new categories. Traditional marketing is focused on creating new customers. Traditional marketing involves finding out what consumers want and then giving them what they want, better and cheaper than the competition.”

54. “Traditional marketing is not focused on creating new categories. Traditional marketing is focused on creating new customers. Traditional marketing involves finding out what consumers want and then giving them what they want, better and cheaper than the competition.”

Al Ries Quote: “To be successful today, you must touch base with reality. And the only reality that counts is what’s already in the prospect’s mind. To be creative, to create something that doesn’t already exist in the mind, is becoming more and more difficult. If not impossible. 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.”

55. “To be successful today, you must touch base with reality. And the only reality that counts is what’s already in the prospect’s mind. To be creative, to create something that doesn’t already exist in the mind, is becoming more and more difficult. If not impossible. 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: “Positioning defined Positioning starts with a product. A piece of merchandise, a service, a company, an institution, or even a person. Perhaps yourself. But positioning is not what you do to a product. Positioning is what you do to the mind of the prospect. That is, you position the product in the mind of the prospect.”

56. “Positioning defined Positioning starts with a product. A piece of merchandise, a service, a company, an institution, or even a person. Perhaps yourself. But positioning is not what you do to a product. Positioning is what you do to the mind of the prospect. That is, you position the product in the mind of the prospect.”

Al Ries Quote: “The easy way to get into a person’s mind is to be first.”

57. “The easy way to get into a person’s mind is to be first.”

Al Ries Quote: “To find a unique position, you must ignore conventional logic. Conventional logic says you find your concept inside yourself or inside the product. Not true. What you must do is look inside the prospect’s mind.”

58. “To find a unique position, you must ignore conventional logic. Conventional logic says you find your concept inside yourself or inside the product. Not true. What you must do is look inside the prospect’s mind.”

Al Ries Quote: “In politics,” said John Lindsay, “the perception is the reality.” So, too, in advertising, in business, and in life.”

59. “In politics,” said John Lindsay, “the perception is the reality.” So, too, in advertising, in business, and in life.”

Al Ries Quote: “In the communication jungle out there, the only hope to score big is to be selective, to concentrate on narrow targets, to practice segmentation. In a word, “positioning.”

60. “In the communication jungle out there, the only hope to score big is to be selective, to concentrate on narrow targets, to practice segmentation. In a word, “positioning.”

Al Ries Quote: “The Avis campaign will go down in marketing history as a classic example of establishing the “against” position.”

61. “The Avis campaign will go down in marketing history as a classic example of establishing the “against” position.”

Al Ries Quote: “Positioning is an organized system for finding a window in the mind. It is based on the concept that communication can only take place at the right time and under the right circumstances.”

62. “Positioning is an organized system for finding a window in the mind. It is based on the concept that communication can only take place at the right time and under the right circumstances.”

Al Ries Quote: “With a plethora of products in every category, how does a company use advertising to blast its way into the mind? The basic underlying marketing strategy has got to be “reposition the competition.” Because there are so few creneaus to fill, a company must create one by repositioning the competitors that occupy the positions in the mind. In other words, to move a new idea or product into the mind, you must first move an old one out.”

63. “With a plethora of products in every category, how does a company use advertising to blast its way into the mind? The basic underlying marketing strategy has got to be “reposition the competition.” Because there are so few creneaus to fill, a company must create one by repositioning the competitors that occupy the positions in the mind. In other words, to move a new idea or product into the mind, you must first move an old one out.”

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