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Strategy and timing are the Himalayas of marketing. Everything else is the Catskills.

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Advertise Catskill Else Everything Himalaya Market Strategy Time

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Marilyn Monroe Paulo Coelho Abraham Lincoln C. S. Lewis Khalil Gibran Charlie Chaplin Gautama Buddha Isaac Newton

The next generation product almost never comes from the previous generation.
AL RIES

Come Generations never Next Previous Product
Strategy and timing are the Himalayas of marketing. Everything else is the Catskills.
AL RIES

Advertise Catskill Else Everything Himalaya Market Strategy Time
Brand leadership, of course. Leadership is the single most important motivating factor in consumer behavior.
AL RIES

Behavior Brand Consumer Course Factor Important Leadership Motivate
The most powerful concept in marketing is owning a word in the prospects mind.
AL RIES

Business Concept Market Own Powerful Word
What should a brand leader advertise?
AL RIES

Advertise Behavior Brand Important Leader
Branding is simply a more efficient way to sell things.
AL RIES

Brand Efficient Sell Thing Way
If you want to build a brand, you must focus your branding efforts on owning a word in the prospect’s mind. A word that nobody else owns.
AL RIES

Brand Build Effort Else Focus Known Mind Nobody Owing Word
Even if all the cattle on the range look pretty much alike.
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Alike All Cattle Look Much Pretty Range
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.
AL RIES

Achieve Advertisement Fancy Handle Objective Pack Public Relationship Sale Promotion Worlld
Changing the direction of a large company is like trying to turn an aircraft carrier.
AL RIES

Aircraft Carrier Change Company Direction Try Trying
It takes a mile before anything happens. And if it was a wrong turn, getting back on course takes even longer.
AL RIES

Anything Back Before Course Even Happen Longer Mile Take Turn Wrong
The Internet is the ultimate in brand-centered buying.
AL RIES

Brand Buy Center Internet Ultimate
What’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 RIES

Answer Brand Own Three Trouble Two
Everyone is interested in what‘s new. Few people are interested in what‘s better.
AL RIES

Better Everyone New People
Good things happen when you narrow your focus.
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Focus Good Happen Narrow Thing
Customers want brands that are narrow in scope and distinguishable by a single word, the shorter the better.
AL RIES

Brand Business Customer Distinguishable Narrow Scope Singer Want World

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