Beer Category Shows Cannibalization of Core Brands
by Al Ries
“Would you like to steer the ship?” is a question I used to hear in the Merchant Marine.
The helmsman on duty would tell the neophyte, “Just take the wheel and keep the compass reading at 180,” or whatever the course called for.
Steering a ship is not like [...]
Filed under: Uncategorized | Tagged: Al Reis, budweiser brand extensions, building a brand, line extensions, marketing, marketing strategy | Leave a Comment »
Cadillac Should Remember What Happened to Its Long-Ago Rival Packard
by Al Ries
Marketing is a long-term proposition. A company can get in trouble if it changes its marketing strategy to cope with a short-term problem.
Years ago, Packard was the premier luxury car, not Cadillac. The 1915 introduction of the Twin-Six Packard, one of the first 12-cylinder [...]
Filed under: Uncategorized | Tagged: Al Reis, brand, branding, depression marketing, marketing, marketing strategy, short term problem | 1 Comment »
Consumers Fall for the Brands That Are First in Their Minds
by Al Ries
“Love” has become a key ingredient in many marketing programs. Some recent rallying cries:
“Get consumers to fall in love with our brand.”
“Reach their hearts as well as their minds.”
“Create intimate, emotional connections. Smother them with attention and affection.”
Does “love” work in marketing? Sure. [...]
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Marketing Success Comes From the Right
by Al Ries
Published: February 03, 2009
Your brain is divided into two completely separate hemispheres. Each hemisphere processes information differently. Your left hemisphere processes information in series. It thinks in language. It works linearly and methodically. Your right hemisphere processes information in parallel. It thinks in mental images. It “sees” the [...]
Filed under: Uncategorized | Tagged: Al Reis, common sense, consumer research, left brain, manager vs entrepreneurs, marketing, marketing sense, marketing success, reality vs. perception, right brain, verbal vs visual | Leave a Comment »
Don’t Confuse the Latter With Celebrity Index
by Al Ries
Published: January 05, 2009
Are you building a business? Or are you building a brand? Silly questions, you might be thinking. Naturally, you are trying to do both.
But that might be a mistake.
What’s good for the business is not necessarily good for the brand. And vice versa.
What’s a brand [...]
Filed under: Uncategorized | Tagged: Al Reis, branding | 1 Comment »
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