Al Ries

Marketing is a battle of perceptions, not products

Find a new category you can be first in

what category is this new product first in

Forget the brand. Think categories

Prospects are on the defensive when it comes to brands. Everyone talks about why their brand is better

The conventional solution to the problem is money

More money is wasted in marketing than in any other human activity

You can’t change a mind once a mind is made up

Once a mind is made up, it rarely, if ever, changes

Marketing is not a battle of products, it’s a battle of perception