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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: 97
Born: 1926
Born: November 14
Author
Economist
Atlanta
Georgia
Tower
Mud
Marketplace
Towers
Evolve
Strategy
Environment
Antiseptic
Ivory

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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 LAW OF THE CONTRACTION: A brand becomes stronger when you narrow its focus.
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The Internet is the ultimate in brand-centered buying.
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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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Good things happen when you narrow your focus.
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The best way to make news is to announce a new category, not a new product.
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War and marketing have many similarities.
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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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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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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.
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Strategy and timing are the Himalayas of marketing. Everything else is the Catskills.
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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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The crucial ingredient in the success of any brand is its claim to authenticity.
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Everyone is interested in what‘s new. Few people are interested in what‘s better.
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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.
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A brand should strive to own a word in the mind of the consumer.
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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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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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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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The next generation product almost never comes from the previous generation.
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