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📎📎📎📎📎 THE POSITIONING PRINCIPLES — Six principles for building a brand in the mind.
1. FIND AN OPEN HOLE — Positioning: The Battle for Your Mind. Instead of focusing on the product, Al Ries focused on the mind of the prospect and developed the principles of positioning.
2. NARROW YOUR FOCUS — Most brands are too broad in scope to fill a hole in the mind. They have too many features and too many benefits. And they appeal to too many different market segments.
3. NAME IS FOREMOST — Every brand needs two names: A brand name and a category name. The first companies to launch new brands to exploit these new categories will become the long-time winners.
4. THE VISUAL HAMMER — Hammer your marketing slogan into prospects’ minds. Our philosophy is simple, “Never settle for just a verbal approach.” Rather, try to find the right combination of a visual hammer and a verbal nail. Visual Hammer: Nail Your Brand Into the Mind with the Emotional Power of a Visual.
5. THE VERBAL BATTLECRY — Words alone are not enough. Every brand needs one more thing, to convert an ordinary slogan into a memorable battlecry. There are 5 techniques you could use: Rhyme, alliteration, repetition, reversals & double-entendre.
6. PR, NOT ADVERTISING — A mistake companies normally make is to try to put a new idea into prospects’ minds with advertising. Advertising doesn’t have the credibility to do that. Rather, a company should use public relations, or PR to establish the position. PR first and advertising second. But PR is just one of the ways to execute a new strategy. — By Laura RIES & Al RIES
https://www.ries.com/positioning-principles/ ♡ * I love you (English) * Я люблю тебя (Russian) * Ik hou van jou (Nederlands) * Ich liebe dich (German) * Te amo (Spanish) * Σ'αγαπώ (Greek ) * אני אוהב אותך (Hebrew) * Je t'aime (French) * ... ♡
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