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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
Marketing
Advertising
Strategy
Else
Everything
Himalayas
Timing

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Everyone is interested in what‘s new. Few people are interested in what‘s better.
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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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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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The Internet is the ultimate in brand-centered buying.
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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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THE LAW OF THE CONTRACTION: A brand becomes stronger when you narrow its focus.
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Marketing is not selling. Marketing is building a brand in the mind of the prospect.
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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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A brand should strive to own a word in the mind of the consumer.
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Branding is simply a more efficient way to sell things.
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To get into the consumer's mind, you have to sacrifice. You have to reduce the essence of your brand to a single thought or attribute. An attribute that nobody else already owns in your category.
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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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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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War and marketing have many similarities.
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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 crucial ingredient in the success of any brand is its claim to authenticity.
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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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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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Customers want brands that are narrow in scope and distinguishable by a single word, the shorter the better.
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It's better to be first in the mind than to be first in the marketplace.
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