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War and marketing have many similarities.

Al Ries

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Al Ries
Age: 97
Born: 1926
Born: November 14
Author
Economist
Atlanta
Georgia
Similarities
Similarity
Marketing
War
Many

More quotes by Al Ries

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The Internet is the ultimate in brand-centered buying.
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The crucial ingredient in the success of any brand is its claim to authenticity.
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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.
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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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Advertising is the way great brands get to be great brands.
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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.
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The most powerful concept in marketing is owning a word in the prospects mind.
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THE LAW OF THE CONTRACTION: A brand becomes stronger when you narrow its focus.
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If you want to build a brand, you must focus your branding efforts on owning a word in the prospect's mind. A word that nobody else owns.
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Branding is simply a more efficient way to sell things.
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Good things happen when you narrow your focus.
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The Law of the Generic: One of the fastest routes to failure is giving a brand a generic name.
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Marketing is what a company is in business to do. Marketing is a company's ultimate objective.
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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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A branding program should be designed to differentiate your cow from all the other cattle on the range. Even if all the cattle on the range look pretty much alike.
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The next generation product almost never comes from the previous generation.
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To get into the consumer's mind, you have to sacrifice. You have to reduce the essence of your brand to a single thought or attribute. An attribute that nobody else already owns in your category.
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Strategy and timing are the Himalayas of marketing. Everything else is the Catskills.
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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.
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Positioning is not what you do to a product. Positioning is what you do to the mind of the prospect.
Al Ries