Al Ries Marketing Quotations

A branding program should be designed to differentiate your cow from all the other cattle on the range. Even if all the cattle on the range look pretty much alike.

Marketing is not selling. Marketing is building a brand in the mind of the prospect.

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

The most powerful concept in marketing is owning a word in the prospects mind.

If you can build a powerful brand, you will have a powerful marketing program. 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.

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

War and marketing have many similarities.