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Marketing is what a company is in business to do. Marketing is a company's ultimate objective.

Al Ries

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Al Ries
Age: 97
Born: 1926
Born: November 14
Author
Economist
Atlanta
Georgia
Objective
Objectives
Marketing
Ultimate
Company
Business

More quotes by Al Ries

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Strategy and timing are the Himalayas of marketing. Everything else is the Catskills.
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The essence of positioning is sacrifice. You must be willing to give up something in order to establish that unique position.
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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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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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A brand should strive to own a word in the mind of the consumer.
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The Internet is the ultimate in brand-centered buying.
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A laser is a weak source of energy. A laser takes [only] a few watts of energy and focuses them in a coherent stream of light. But with a laser, you can drill a hole in a diamond or wipe out cancer.
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Successful brands get into the mind slowly. A blurb in a magazine. A mention in a newspaper. A comment from a friend. A display in a retail store. After a slow buildup, people become convinced that they have known about the brand forever.
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Good things happen when you narrow your focus.
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What should a brand leader advertise?Brand leadership, of course. Leadership is the single most important motivating factor in consumer behavior.
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What's your brand? If you can't answer that question about your own brand in two or three words, your brand's in trouble.
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The best way to make news is to announce a new category, not a new product.
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The next generation product almost never comes from the previous generation.
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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.
Al Ries
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The crucial ingredient in the success of any brand is its claim to authenticity.
Al Ries
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It normally takes decades to build a brand... It's the forgetting of the old truth that allows a person to accept a new truth. You need to allow enough time for this forgetting to take place
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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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War and marketing have many similarities.
Al Ries
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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.
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