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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: 97
Born: 1926
Born: November 14
Author
Economist
Atlanta
Georgia
Strategy
Else
Everything
Himalayas
Timing
Marketing
Advertising

More quotes by Al Ries

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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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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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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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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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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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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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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 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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Positioning is not what you do to a product. Positioning is what you do to the mind of the prospect.
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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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Branding is simply a more efficient way to sell things.
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The crucial ingredient in the success of any brand is its claim to authenticity.
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The best way to make news is to announce a new category, not a new 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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A brand should strive to own a word in the mind of the consumer.
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Advertising is the way great brands get to be great brands.
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Everyone is interested in what‘s new. Few people are interested in what‘s better.
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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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Strategy should evolve out of the mud of the marketplace, not in the antiseptic environment of an ivory tower.
Al Ries