Quotes & Sayings About Marketing Strategy

Or maybe his reclusiveness was a decisive marketing strategy-if you disappear, people are more interested in your work. You become a legend while you're still alive. Crouching behind a stonewall, or the post under a house ... people are kneeling down to find you. — Naomi Shihab Nye

Your brand exists to differentiate. "Same crap, different day" won't do it. A day that goes by without breaking some sacred branding rule is a day a brand has lost to rise above the status quo. By breaking those rules with insight, intelligent and innovation, your brand can get heard in a world that's simply too busy to listen. — David Brier

The best marketing strategy is to destroy your industry before your competition does. — Seth Godin

Marketing leaders instead must ask, "What values and goals guide our brand strategy, what capabilities drive marketing excellence, and what structures and ways of working will support them?" Structure must follow strategy - not the other way around. — Marc De Swaan Arons

Brainstorm your big idea(s). (2 hrs) Identify your product, customer, competition, and sales/marketing strategy. (2 hrs) Identify your plan for operations, management, capitalization, and finances. (4 hrs) Create a life plan. (4 hrs) Validate your business idea. (8 hrs) Type up your finished business plan. (4 hrs) Execute and follow through on your plan. — Steven Fies

Every great brand goes back to a courageous individual who dared to say 'NO' to the status quo. — David Brier

History is filled with inferior brands outselling superior ones thanks to better branding. Only superior branding has the power to overcome and reverse this (and superior products and services deserve superior branding). — David Brier

Consumers today have become a cynical mob of buyers who believe the reviews and ratings of complete strangers much more readily than your brand's promises and distinctions. — David Brier

" I was rather discouraged when I discovered that Paul and Hotch had no marketing survey, no business plan, no budget, no organized strategy for the introduction of the sauce. When asked about this lack of preparation, the haphazard nature of their business, Paul said, 'Me in this business is just part of life's great folly. Stay loose, men, keep 'em off balance.'" — Paul Newman

Cookie cutters are for baking, not branding. — David Brier

Lo pitched Superheroes & Scones to his father as a marketing strategy for Halway Comics. But I know the idea has nothing to do with his company. What he did was buy me something of my own, something I could look forward to after college. He found me happiness ... — Krista Ritchie

The best marketing strategy ever: CARE — Gary Vaynerchuk

Even if the initial home-base advantage is hard to sustain, a global strategy can contribute to supplementing and upgrading it. A good example is in consumer electronics, where Matsushita, Sanyo, Sharp, and other Japanese firms initially competed on cost in selling simply designed, portable televisions. As they began penetrating foreign markets, they gained economies of scale and further reduced cost by moving down the learning curve. Worldwide volume then helped to support aggressive investments in marketing, new production equipment, and R&D and to achieve proprietary technology. — Anonymous

Social Media Strategy isn't rocket science...but it might as well be if you don't know what you're doing. — Sherree Mongrain

The contents of a Brand Toolbox depend on the specific needs of the company but usually a Brand Toolbox contains An explanation of your brand strategy along with background and rationale so that everyone can understand why you're doing what you're doing, and definitions of key terms so everyone grasps the meaning behind the words Principles and guidelines for delivering brand values and attributes at key touchpoints between your brand and the outside world Sample applications for how the brand should be expressed and delivered Guides that walk people through important decisions, along with outlines that map processes so that people learn how to do things on brand like select a co-marketing partner and screen a new product — Denise Lee Yohn

The true mark of a leader is the willingness to stick with a bold course of action - an unconventional business strategy, a unique product-development roadmap, a controversial marketing campaign - even as the rest of the world wonders why you're not marching in step with the status quo. — Bill Taylor

We've all seen it. A #startup begins with a #dream, a #passion to do something others have missed or overlooked. — David Brier

Look at every 'revolutionary' brand or category killer, it had an app, or a feature, or a functionality, or a user experience nobody else at that point could offer. I refer to this as 'the Killer App' principle. — David Brier

At the end of the day, if you have a great product and service paired with the wrong pricing strategy / business model, you don't have a business. — Richie Norton

Customers have a first moment when they discover your brand. If you were to look at it today with a fresh pair of eyes, in fact only through a pair of fresh customer eyes and witness your brand for the very first time, what would you see? What impression would make? Or fail to make? Would your brand blend in? Would it stand out? Would it be memorable, or the leading cause of amnesia amongst shoppers everywhere? Facing the truth of this and fixing it as needed will determine whether your brand thrives or merely stumbles along. — David Brier

I'm able to utilize a lifetime of learning to help teach young people how to apply sound marketing strategy and principles for the purpose of growing the client's business. And for me, that's just too much fun. — Lionel Sosa

The two-war strategy is just a marketing device to justify a high [military] budget. — Merrill McPeak

Until I came to IBM, I probably would have told you that culture was just one among several important elements in any organization's makeup and success - along with vision, strategy, marketing, financials, and the like ... I came to see, in my time at IBM, that culture isn't just one aspect of the game, it is the game. In the end, an organization is nothing more than the collective capacity of its people to create value. — Lou Gerstner

Free-to-play isn't a business model. Free-to-play is a marketing strategy. It's a way to get people over the hump of trying out your game. It gets rid of the friction that happens when you charge an upfront fee. — Mitch Lasky

Your style guide is your most loyal brand protector. — Dane Brookes

Once management is on board, the sales team needs to understand the rationale behind the micromarket strategy and have simple tools that make it easy to implement. That means aligning sales coverage with opportunity and creating straightforward sales "plays" for each type of opportunity. — McKinsey Chief Marketing & Sales Officer Forum

Why do some brands grow explosively when others (that could be thriving) die a lonely and forgettable death? — David Brier

Buyer Legends is a business process that uses storytelling techniques to map the critical paths a prospective buyer might follow on his journey to becoming a buyer.

This process aligns strategy to brand story to the buyer's actual experience on their customer journey.

These easy-to-tell stories reveal the opportunities and gaps in the customer's experience versus the current marketing & sales process.

These legends communicate the brand's story intent and critical touch point responsibilities within every level of an organization, from the boardroom to the stockroom.

Buyer Legends reconcile the creative process to data analysis; aligning metrics with previously hard-to-measure marketing, sales, and customer service processes. The first result is improved execution, communications, and testing. The second result is a big boost to the bottom line. — Bryan Eisenberg

Having a me-too brand is a death sentence. — David Brier

AS STRATEGY SESSIONS BEGAN IN HAWTHORNE, THE Handlers made a brilliant tactical move. They commissioned a toy study from Ernest Dichter, Ph.D., director of the Institute for Motivational Research in Croton-on-Hudson, New York. The study cost a staggering $12,000 and took six months to complete, but when it was finished the charge seemed low. Dichter had masterminded a cunning campaign to peddle Barbie. Dichter was already a legend when the Handlers approached him. Quoted on nearly every page of Vance Packard's The Hidden Persuaders, a bestseller in 1957, Dichter was hailed as a marketing Einstein - an evil Einstein, but an Einstein nonetheless. He pioneered what he called "motivational research," advertising's newest, hippest, and, in Packard's view, scariest trend - the manipulation of deep-seated psychological cravings to sell merchandise. — M.G. Lord

The opposite of value is a commodity item with little or no perceived value - which means people are not seeking it out and when they do, it's merely one of the many choices (so very likely the cheapest offering will get the sale). — David Brier

Who are we, and how do we relate this idea in a way that's meaningful to our customers and the values they hold dear?

In other words, one must define something meaningful. To do that, one must identify to whom this must be meaningful. — David Brier

If you're asking yourself who the content is for, it's already too late to make an impact. — Dane Brookes

What we're now starting to see, as online retailers begin to capitalize on their extraordinary economic efficiences, is the shape of a massive mountain of choice emerging where before there was just a peak ... By necessity, the conomics of traditional, hit-driven retail limit choice. When you dramatically lower the costs of connecting supply and demand, it changes not just the numbers, but the entire nature of the market. This is not just a quantiative change, but a qualitative one, too. Bringing niches within reach reveals latent demand for noncommercial content. Then, as demand shifts toward the niches, the economics of provided them improve further, and so on, creating a positive feedback loop that will transform entire industries - and the culture - for decades to come. — Chris Anderson

We learned that a product doesn't sell just because you're trying to do good in the world. You still have to have a healthy distribution, a good marketing strategy, and price the product properly. — Ben Cohen

When I'm marketing a film, whether its mine or someone else's, I work with a great deal of strategy and elbow grease until the job is done. — Ava DuVernay

Service is an intangible set of benefits, created by a series of activities. Over the last decade in the IT industry, the distinction between "products" and "services" is blurred, as products are positioned as services, and services are packaged as products. To blur the distinction between products and services is more of a marketing strategy and does not constitute real differentiation. Not only will the sales and pricing strategy between products and services greatly differ, but so will the management approach. Solution is not service, either. — Prafull Verma

Positioning is part art, part science and part psychology, and that's why marketing strategy is a lot harder than it looks, especially if you actually want to win. — Austin McGhie

Their marketing strategy had to be changed to the young people. That's who buys the beer. — Felix Sabates

Creating great content that educates and informs is always the best marketing strategy. — David Meerman Scott

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

In marketing I've seen only one strategy that can't miss - and that is to market to your best customers first, your best prospects second and the rest of the world last. — John Romero

One can always sell something by offering the lowest price. But this does not create loyalty to your brand. Never did and never will. It only creates "loyalty" to that price point. As soon as your guest or visitor is offered a better price, he or she will jump ship, leaving you like a scorned lover in the middle of the night. — David Brier

When strategy, culture, and brand harmonize, they amplify one another and resonate loud and clear. — Kate O'Neill

The three main observactions - (1) the tail of available variety is far longer than we realize; (2) it's now within reach economically; (3) all those niches, when aggregated, can make up a significant market - seemed indisputable, especially baked up with heretofore unseen data. — Chris Anderson

Marketing should never be just a blunt instrument. — Terry O'Reilly

Brands are either built on reruns or coming attractions. The future has no road map while the past does. Creating a brand that blazes new trails can sometimes be bumpy but will also allow you to be the first to discover something new, something meaningful and something that makes others ask, "Why didn't we think of that?" Be very scared of "old tricks" and build a spirit of innovation. It's the "old tricks" that have the highest risk, not doing something bold. — David Brier

A great sports car that goes from 0-60 in 3.9 seconds is just a fact. To the wrong audience, it's irrelevant. But to the right audience, it's a passion. — David Brier

There's a value in that space - rent, overhead, staffing costs, etc. - that has to be paid back by a certain number of inventory turns per month. In other words, the onesies and twosies waste space. However, when that space doesn't cost anything, suddenly you can look at those infrequent sellers again, and they begin to have value. This was the insight that led to Amazon, Netflix, and all the other companies I was talking to. — Chris Anderson

Any successful hospitality operation - be it a hotel or restaurant, chain or independent, low-cost provider or luxury establishment - requires an effectively performing individual operation. You have to attract the right customers, have the service product, set the right price for your product, and provide the right level of service - all the while managing your employees the right way to achieve your goals. This requires a combination of knowledge from a variety of disciplines, and thus this section includes contributions from our faculty in human resources, management, marketing, operations, and strategy. — Michael C. Sturman

Something foreign is always living itself through you. Your whole life is the vehicle for something to come to earth An evil spirit. A theory. A
marketing campaign. A political strategy. A religious doctrine. — Chuck Palahniuk

marketing tells one story about the company, usually connected to corporate strategy at the senior level, while the products tell several stories, depending on a product manager's vision of his or her own strategy. — Alex Bogusky

Much in the contemporary church reflects the idolatry of consumerism. Many people join the church simply because of what it has to offer them. A "gospel of prosperity" replaces the radical and costly good news of God's new creation in Jesus Christ. Churches become competitors vying for a greater share of the religious market. Evangelism is reduced to a marketing strategy — Kenneth L. Carder

There are three points I used to help a gourmet chocolatier increase sales 300% in a single month as well as a Midwest city to increase tourism guests 500% in 12 months. — David Brier

Because the bulk of a platform's value is created by its community of users, the platform business must shift its focus from internal activities to external activities. In the process the firm inverts-it turns inside out, with functions from marketing to information technology to operations to strategy all increasingly centering on people, resources, and functions that exist outside the business, complementing or replacing those that exists inside a traditional business. — Geoffrey G. Parker

Evidently, one thing seems to have more value in direct proportion to whether or not we feel we have the freedoms, joys or conveniences of that thing. — David Brier

When it comes to branding and the ever-changing social media phenomenon, you're not a mushroom. In other words, you shouldn't be kept in the dark and fed a pile of...well, you get the idea. — David Brier

The hard work and big money you used to spend on frequent purchases of print and TV advertising now move to repeated engineering expenses and product failures. If anything, marketing is more time-consuming and expensive than it used to be. You're just spending the money earlier in the process (and repeating the process more often). This is worth highlighting: The Purple Cow is not a cheap shortcut. It is, however, your best (perhaps only) strategy for growth. — Seth Godin

Do you work for Starbox? If so, I can't say I dig your new marketing strategy. — Jonathan Maberry

Why is it there's no aisle in a grocery or department in a store or menu on a website for "average stuff" or "beige products"? FACT: People never got passionate about mediocre and average. While consumers and clients can find "best deals" and "natural foods" and "artisan goods," one doesn't find an aisle or a website menu tab offering "average stuff" without excelling in something (which might explain that while vanilla is necessary for the ice cream sundae, it's the hot fudge we all crave and talk about). — David Brier

We need to move from comparative advantage to perpetual advantage ... — Max McKeown

Good content should be at the heart of your strategy, but it is equally important to keep the display context of that content in mind as well. — Tim Frick

Brand growth and dominance is created by having the highest brand value, not the lowest price tag. — David Brier

It becomes a question of 'How do we convey our differentiation instantaneously?' and drive a wedge between any apparent (or assumed) sameness in the marketplace. — David Brier

The biggest mistake brands make are trying to "sell their stuff" rather than clarifying what people are actually buying. — David Brier

So it comes down to scarcity, one product or service having qualities you won't find everywhere or ideally, anywhere. It's the job of every brand to seek that out as their standard, their stamp. — David Brier

What people intuitively grasped was the new efficiences in distribution, manufacturing, and marketing were changing the definition of what was commercially viable across the board. The best way to describe these forces is that they are turning unprofitable customers, products, and markets into profitable ones. Although this phenomenon is most obvious in entertainment and media, it's an easy leap to eBay to see it at work more broadly, from cars to crafts. Seen broadly, it's clear that the story of the Long Tail is really about the economics of abundance - what happens when the bottlenecks and stand between supply and demand in our culture start to disappear and everything becomes available to everyone. — Chris Anderson