The crucial ingredient in the success of any brand is its claim to authenticity.
AL RIESThe crucial ingredient in the success of any brand is its claim to authenticity.
AL RIESThe new product, if it’s going to be successful, is going to require a new name. New ladder, new name. It’s as simple as that.
AL RIESMarketing is what a company is in business to do. Marketing is a company’s ultimate objective.
AL RIESA brand should strive to own a word in the mind of the consumer.
AL RIESThe reason is obvious. A well-known name got well-known because it stood for something. It occupies a position in the prospect’s mind. A really well-known name sits on the top rung of a sharply defined ladder.
AL RIESTHE LAW OF THE CONTRACTION: A brand becomes stronger when you narrow its focus.
AL RIESThe best way to make news is to announce a new category, not a new product.
AL RIESEach year we send more and receive less.
AL RIESWar and marketing have many similarities.
AL RIESStrategy and timing are the Himalayas of marketing. Everything else is the Catskills.
AL RIESBranding is simply a more efficient way to sell things.
AL RIESEveryone is interested in what‘s new. Few people are interested in what‘s better.
AL RIESStrategy should evolve out of the mud of the marketplace, not in the antiseptic environment of an ivory tower.
AL RIESWhat’s your brand? If you can’t answer that question about your own brand in two or three words, your brand’s in trouble.
AL RIESIt takes a mile before anything happens. And if it was a wrong turn, getting back on course takes even longer.
AL RIESEven if all the cattle on the range look pretty much alike.
AL RIES