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War and marketing have many similarities.

Al Ries

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Al Ries
Age: 98
Born: 1926
Born: November 14
Author
Economist
Atlanta
Georgia
Marketing
War
Many
Similarities
Similarity

More quotes by Al Ries

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A brand should strive to own a word in the mind of the consumer.
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Strategy and timing are the Himalayas of marketing. Everything else is the Catskills.
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It's the first company to build the mental position that has the upper hand, not the first company to make the product. IBM didn't invent the computer Sperry Rand did. But IBM was the first to build the computer position in the prospect's mind.
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Branding is simply a more efficient way to sell things.
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Your brand's power lies in dominance. It is better to have 50% of one market, instead of 10% of five markets.
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Good things happen when you narrow your focus.
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Today, communication itself is the problem. We have become the world's first overcommunicated society. Each year we send more and receive less.
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Strategy should evolve out of the mud of the marketplace, not in the antiseptic environment of an ivory tower.
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Marketing is not selling. Marketing is building a brand in the mind of the prospect.
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Positioning is not what you do to a product. Positioning is what you do to the mind of the prospect.
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The real barrier (to building a brand) is the human mind. It normally takes decades to build a brand because it takes decades to penetrate the gray matter in between your ears.
Al Ries
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Advertising is the way great brands get to be great brands.
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Changing the direction of a large company is like trying to turn an aircraft carrier. It takes a mile before anything happens. And if it was a wrong turn, getting back on course takes even longer.
Al Ries
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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 on the market quite like your product.
Al Ries
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The most powerful concept in marketing is owning a word in the prospects mind.
Al Ries
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Positioning is how you differentiate yourself in the mind of the prospect. That is, you position the product in the mind of the prospect.
Al Ries
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If you can build a powerful brand, you will have a powerful marketing program. If you CAN'T then all the advertising, fancy packaging, sales promotion and public relations in the world won't help you achieve your objective.
Al Ries
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The next generation product almost never comes from the previous generation.
Al Ries
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The best way to make news is to announce a new category, not a new product.
Al Ries
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Only brand names register in the mind... What you should generally do is take a regular word and use it out of context to connote the primary attribute of your brand.
Al Ries