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Strategy and timing are the Himalayas of marketing. Everything else is the Catskills.

Al Ries

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Al Ries
Age: 98
Born: 1926
Born: November 14
Author
Economist
Atlanta
Georgia
Strategy
Else
Everything
Himalayas
Timing
Marketing
Advertising

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The best way to make news is to announce a new category, not a new product.
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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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Positioning is how you differentiate yourself in the mind of the prospect. That is, you position the product in the mind of the prospect.
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The Internet is the ultimate in brand-centered buying.
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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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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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Everyone is interested in what‘s new. Few people are interested in what‘s better.
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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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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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Branding is simply a more efficient way to sell things.
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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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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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Advertising is the way great brands get to be great brands.
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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.
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THE LAW OF THE CONTRACTION: A brand becomes stronger when you narrow its focus.
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The next generation product almost never comes from the previous generation.
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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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Marketing is what a company is in business to do. Marketing is a company's ultimate objective.
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