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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
Himalayas
Timing
Marketing
Advertising
Strategy
Else
Everything

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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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The Law of the Generic: One of the fastest routes to failure is giving a brand a generic name.
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THE LAW OF THE CONTRACTION: A brand becomes stronger when you narrow its focus.
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The Internet is the ultimate in brand-centered buying.
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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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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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The crucial ingredient in the success of any brand is its claim to authenticity.
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Everyone is interested in what‘s new. Few people are interested in what‘s better.
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War and marketing have many similarities.
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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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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 most powerful concept in marketing is owning a word in the prospects mind.
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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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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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Advertising is the way great brands get to be great brands.
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A brand should strive to own a word in the mind of the consumer.
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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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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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It's better to be first in the mind than to be first in the marketplace.
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Branding is simply a more efficient way to sell things.
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