The basic approach of positioning is not to create somethin… - Al Ries

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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

Positioning: The Battle for Your Mind Verified in 1 source Sign up to see the complete provenance

English

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

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Building your brand on quality is like building your house on sand. You can build quality into your product, but that has little to do with your success in the marketplace.

Quality is a nice thing to have, but brands are not built by quality alone.

If you were forced to drink a beaker of di-hydrogen oxide, your response would probably be negative. If you asked for a glass of water, you might enjoy it. That's right. There's no difference on the palate. The difference, in the brain.

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 c… - Al Ries

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