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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
Everything
Himalayas
Timing
Marketing
Advertising
Strategy
Else

More quotes by Al Ries

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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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The Law of the Generic: One of the fastest routes to failure is giving a brand a generic name.
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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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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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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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Marketing is not selling. Marketing is building a brand in the mind of the prospect.
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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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War and marketing have many similarities.
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The crucial ingredient in the success of any brand is its claim to authenticity.
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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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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 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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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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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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A brand should strive to own a word in the mind of the consumer.
Al Ries
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The Internet is the ultimate in brand-centered buying.
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Everyone is interested in what‘s new. Few people are interested in what‘s better.
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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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The essence of positioning is sacrifice. You must be willing to give up something in order to establish that unique position.
Al Ries