People don't like to change their minds. Once they perceive… - Al Ries

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People don't like to change their minds. Once they perceive you one way, that's it. They kind of file you away in their minds as a certain kind of person. You cannot become a different person in their minds.

Al Ries

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David Ogilvy Josh Kaufman Dave Trott Peter Thiel Dan S. Kennedy

Additional quotes by Al Ries

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.

You can change “words” in a marketing program, but heaven help you if you try to change a

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.

People don't like to change their minds. Once they perceive you one way, that's it. They kind of file you away in their minds as a certain kind of pe… - Al Ries

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