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By Anna Valmero Inquirer.net “The essence of positioning is to look for an open hole in the consumer mind and aim to be the first to fill that open hole with your brand.” Thus spoke marketing guru Al Ries during the Brand Strategy Forum held at Dusit Thani Makati, October 1.

You don’t just get PR, you need to do something first.

I have been sifting through my interview files. Today I am sharing some of the questions and answers from a 2006 interview with Ned Roberto and Ardy Roberto of the Philippine Business Inquirer. Q: If you had to rewrite, add or take out anything from the book, 22 Immutable Laws of Marketing, what would that be? I would only add one law.

Chances are that whether you are the owner, manager, or public relations director of a company, you are always looking for ways to be in the public eye.  While advertising is important, it doesn’t provide the credibility that PR can.  Al Ries, marketing guru and strategist says in his book The Fall

Consumers would never pass along most of today’s silly slogans.

To apply positioning thinking to your own company's situation, here are six key questions to ask yourself: 1. What position, if any do we already own in the prospect's mind? Get the answer to this question from the marketplace, not the marketing manager. If this requires a few dollars for research, so be it.

Cognitive disconnect is the opposite of humor. Humor happens with the juxtaposition of conceptual incongruities where the mental tension is released through laughter. With a cognitive disconnect the shift doesn’t happen and the tension is not released.

Would you like to become an "expert" in a field that really defies easy expert prediction? Here's how: Take a group of things in that field that have already proven themselves to be successful. Then find common characteristics among the items in that group.

“Positioning is not what you do to a product. Positioning is what you do to the mind of the prospect. That is, you position the product in the mind of the prospect.” - Jack Trout and Al Ries in the marketing classic Positioning: The Battle for Your Mind Sponsored By: Brand Aid

By Al Ries Have you seen the advertising campaign for "the new Chrysler"? Slogan: "If you can dream it, we can build it." Sounds like an ad for a California custom shop. But more important, is the slogan memorable? In this day and age, it doesn't matter how well-crafted the words are; if the slogan isn't memorable, it's just a waste of space.