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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
Advertising
Strategy
Else
Everything
Himalayas
Timing
Marketing

More quotes by Al Ries

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Advertising is the way great brands get to be great brands.
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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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A brand should strive to own a word in the mind of the consumer.
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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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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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Branding is simply a more efficient way to sell things.
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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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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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War and marketing have many similarities.
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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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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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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.
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The best way to make news is to announce a new category, not a new product.
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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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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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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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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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Customers want brands that are narrow in scope and distinguishable by a single word, the shorter the better.
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THE LAW OF THE CONTRACTION: A brand becomes stronger when you narrow its focus.
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