Ad Age

 
Click here to view articles from: 2010    2009    2008    2007    2006    2005    2004    2003    

Why are so many companies and brands focused on one name when they really need two?
By Al Ries for Ad Age.com: 8/2010

A nickname is not a bad thing. It’s a good thing. People who use a brand’s nickname feel closer to the product than those who don’t. As a matter of fact, nicknames are one of the most under-utilized aspects of marketing. If at all possible, every company and every brand should have a formal name as well as a nickname. Two names are better than one.

Read More


Comcast needs a new strategy not a new brand.
By Al Ries for Ad Age.com: 7/2010

Comcast is in the process of rebranding some of its offerings to “Xfinity” although the company name will remain Comcast. Consumers in 11 markets will have a choice of Xfinity TV, Xfinity Voice and Xfinity Internet. Presumably, Comcast will soon be rolling out these high-speed, high-definition services to other prospects in the 39 states the company serves. Is this a good move?

Read More


The rise and fall of high-fructose corn syrup.
By Al Ries for Ad Age.com: 6/2010

High-fructose corn syrup is getting a bad name. Hunt’s ketchup is the latest product to replace corn syrup with old-fashioned sugar. Gatorade, Wheat Thins, Ocean Spray cranberry juice and all the baked goods at Starbucks are now made with regular sugar. In New York State, a bill to ban the sale of food containing high-fructose corn syrup was introduced earlier this year.

Read More


Once Brand Takes Flight, It's Hard to Bring It Down.
By Al Ries for Ad Age.com: 5/2010

Tylenol, Toyota and Tiger: Almost Impervious to Flak. "You can't beat somebody with a nobody" is the old political axiom, and it applies to marketing, too. Lately, a number of marketing somebodies have gotten into serious trouble. Typical reaction in the media: "Whoops! There goes the brand." Not so fast. Once a brand has a strong position in consumers' minds, it is almost impervious to flak.

Read More


Filling the holes in your mind.
By Al Ries for Ad Age.com: 4/2010

There’s the key and the lock. The bolt and the nut. The button and the button hole. So, too, there’s the position and the hole in the mind the position is trying to fill. Except, of course, many marketers seem to have forgotten about those holes in the mind. Which is strange. If there is one constant in the communications chatter about the marketing function it’s this one: The consumer owns the brand. True enough. But where in the world is the consumer going to put the brand except in his or her mind?

Read More


'Modelitus' Is the Primary Cause of Toyota's Troubles
By Al Ries for Ad Age.com: 3/2010

The Toyota Production System is world famous for its focus on "continuous improvements." With all those improvements continuously taking place, why has Toyota suddenly found itself in deep trouble? You might have your own theory, but here is mine: "Modelitus." There isn't just one Toyota production line. There are dozens. In total, Toyota Motor Corporation produces 36 different models, up from 18 a decade ago.

Read More


What good are the words to a song without the music?
By Al Ries for Ad Age.com: 2/2010

In a song, what’s more important the words or the music? I think most people would agree that the music is more important. Advertising need visuals in the same way that lyrics need music if you want to drive your words into the minds of your prospects. Without a visual hammer, an advertising campaign is almost certain to fail.

Read More


The principles of marketing can be summarized in one word: FOCVS
By Al Ries for Ad Age.com: 1/2010

A number of people have asked us to summarize our marketing principles in a simple, easy-to-remember way. Good thought. Having written (or co-written) 11 books on the subject, I can see how our basic principles can get buried in a blizzard of examples and case histories. What’s the No.1 principle of marketing, at least as far as we’re concerned? It’s the principle of focus. You narrow the focus in order to own a word in the mind of the consumer. Without a focus, it’s very difficult to build a strong brand. And without a strong brand, any company’s future is in doubt. While “focus” should be the key ingredient in any marketing campaign, it’s not the whole story. So we developed an acronym called “FOCVS” which does sum up our key thoughts.

Read More