Strategy and timing are the Himalayas of marketing. Everything else is the Catskills.
AL RIESStrategy and timing are the Himalayas of marketing. Everything else is the Catskills.
AL RIESStrategy should evolve out of the mud of the marketplace, not in the antiseptic environment of an ivory tower.
AL RIESWhen a really new product comes along, it’s almost always a mistake to hang a well-known name on it.
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 RIESIf you can build a powerful brand, you will have a powerful marketing program.
AL RIESYou have to reduce the essence of your brand to a single thought or attribute.
AL RIESA 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.
AL RIESIt’s better to be first in the mind than to be first in the marketplace.
AL RIESToday, communication itself is the problem. We have become the world’s first overcommunicated society.
AL RIESIt creates in the mind of the prospect the perception that there is no product on the market quite like your product.
AL RIESEach year we send more and receive less.
AL RIESThe best way to make news is to announce a new category, not a new product.
AL RIESA brand should strive to own a word in the mind of the consumer.
AL RIESBranding is simply a more efficient way to sell things.
AL RIESIt takes a mile before anything happens. And if it was a wrong turn, getting back on course takes even longer.
AL RIESPositioning is not what you do to a product.
AL RIES