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Al Ries • Positioning: The Battle for Your Mind
Marketing is a battle of perceptions, not products
Al Ries • The 22 Immutable Laws of Marketing: Violate Them at Your Own Risk!
The most difficult part of positioning is selecting that one specific concept to hang your hat on. Yet you must, if you want to cut through the prospect's wall of indifference.
Al Ries • Positioning: The Battle for Your Mind
“The best approach in over-communicated society is the oversimplified message.” — Al Ries
Sari Azout • From Product/Market Fit to Language/Market Fit: A New Brand Storytelling Framework
Never forget leadership. No matter how small the market, don’t get duped into simply selling the benefits of the category early in the branding process.
Al Ries, Laura Ries • The 22 Immutable Laws of Branding: How to Build a Product or Service into a World-Class Brand
Words are the key to brand building.
Al Ries, Laura Ries • The 22 Immutable Laws of Branding: How to Build a Product or Service into a World-Class Brand
When you take the long view of marketing, you find the battle usually winds up as a titanic struggle between two major players—usually the old reliable brand and the upstart.
Al Ries, Jack Trout • The 22 Immutable Laws of Marketing: Exposed and Explained by the World's Two
The leading brand in any category is almost always the first brand into the prospect’s mind.