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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

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Al Ries
Age: 98
Born: 1926
Born: November 14
Author
Economist
Atlanta
Georgia
Ivory
Tower
Mud
Marketplace
Towers
Evolve
Strategy
Environment
Antiseptic

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Strategy and timing are the Himalayas of marketing. Everything else is the Catskills.
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The best way to make news is to announce a new category, not a new product.
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Everyone is interested in what‘s new. Few people are interested in what‘s better.
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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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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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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 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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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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Marketing is what a company is in business to do. Marketing is a company's ultimate objective.
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