74 Quotes by Al Ries

Marketing is a battle of perceptions, not products.

Marketing is what a company is in business to do. Marketing is a company’s ultimate objective.

The single most wasteful thing you can do in marketing is try to change a mind.

The basic approach of positioning is not to create something new and different, but to manipulate what’s already up there in the mind, to retie the connections that already exist.

Most marketing mistakes stem from the assumption that you’re fighting a product battle rooted in reality.

Today brands are born, not made. A new brand must be capable of generating favorable publicity in the media or it won’t have a chance in the marketplace.

The only reality you can be sure about is in your own perceptions. If the universe exists, it exists inside your own mind and the minds of others.

Don’t play semantic games with the prospect. Advertising is not a debate. It’s a seduction.

You build brand loyalty in a supermarket the same way you build mate loyalty in a marriage. You get there first and then be careful not give them a reason to switch.