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

- Al Ries

Good things happen when you narrow your focus.

- Al Ries

A branding program should be designed to differentiate your cow from all the other cattle on the range. Even if all the cattle on the range look pret…

- Al Ries

A successful branding program is based on the concept of singularity. It creates in the mind of the prospect the perception that there is no product …

- Al Ries

A brand should strive to own a word in the mind of the consumer.

- Al Ries

Strategy should evolve out of the mud of the marketplace, not in the antiseptic environment of an ivory tower.

- Al Ries

Marketing is not selling. Marketing is building a brand in the mind of the prospect.

- Al Ries

Everyone is interested in what‘s new. Few people are interested in what‘s better.

- Al Ries

THE LAW OF THE CONTRACTION: A brand becomes stronger when you narrow its focus.

- Al Ries