Quote

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

Al Ries

Change background

T
T
T

Change font

TAGS & TOPICS

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

More quotes by Al Ries

Image
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.
Al Ries
Image
It's better to be first in the mind than to be first in the marketplace.
Al Ries
Image
THE LAW OF THE CONTRACTION: A brand becomes stronger when you narrow its focus.
Al Ries
Image
The crucial ingredient in the success of any brand is its claim to authenticity.
Al Ries
Image
Everyone is interested in what‘s new. Few people are interested in what‘s better.
Al Ries
Image
Good things happen when you narrow your focus.
Al Ries
Image
The Law of the Generic: One of the fastest routes to failure is giving a brand a generic name.
Al Ries
Image
Branding is simply a more efficient way to sell things.
Al Ries
Image
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
Image
War and marketing have many similarities.
Al Ries
Image
The Internet is the ultimate in brand-centered buying.
Al Ries
Image
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.
Al Ries
Image
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.
Al Ries
Image
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.
Al Ries
Image
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
Al Ries
Image
Positioning is not what you do to a product. Positioning is what you do to the mind of the prospect.
Al Ries
Image
The best way to make news is to announce a new category, not a new product.
Al Ries
Image
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.
Al Ries
Image
Strategy should evolve out of the mud of the marketplace, not in the antiseptic environment of an ivory tower.
Al Ries
Image
Today, communication itself is the problem. We have become the world's first overcommunicated society. Each year we send more and receive less.
Al Ries