Al Ries Quotes



Best The Fall of Advertising and the Rise of PR Quotes by Al Ries

The Fall of Advertising and the Rise of PR Quotes

“Advertising can only maintain brands that have been created by publicity.”

The Fall of Advertising and the Rise of PR

“All the recent marketing successes have been PR successes, not advertising successes. To name a few: Starbucks, The Body Shop, Amazon.com, Yahoo!, eBay, Palm, Google, Linus, PlayStation, Harry Potter, Botox, Red Bull, Microsoft, Intel, and BlackBerry.

A closer look at the history of most major brands shows this to be true. As a matter of fact, an astonishing number of well-known brands have been built with virtually no advertising at all.

Anita Roddick built The Body Shop into a worldwide brand without any advertising. Instead she traveled the world looking for ingredients for her natural cosmetics, a quest that resulted in endless publicity.

Until recently Starbucks didn’t spend a hill of beans on advertising either. In its first ten years, the company spent less that $10 million (total) on advertising in the United States, a trivial amount for a brand that delivers annual sales of $1.3 billion today.

Wal-Mart became the world’s largest retailer, ringing up sales approaching $200 billion, with little advertising. Sam’s Club, a Wal-Mart sibling, averages $56 million per store with almost no advertising.

In the pharmaceutical field, Viagra, Prozac, and Vioxx became worldwide brands with almost no advertising. In the toy field, Beanie Babies, Tickle Me Elmo, and Pokémon became highly successful brands with almost no advertising.

In the high-technology field, Oracle, Cisco, and SAP became multibillion-dollar companies (and multibillion-dollar brands) with almost no advertising.”

The Fall of Advertising and the Rise of PR

“Never run advertising until the major publicity possibilities have been exploited.”

The Fall of Advertising and the Rise of PR

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“Always be ready to catch a break. You know, if you play enough poker, sooner or later, after thousands of hands, everybody in the game will more or less have been dealt the same amount of good hands, bad hands and mediocre hands.

What determines the winners? It's how they play the cards that were dealt them. Were they alert and ready to exploit the good ones? Did they perceive that the bad ones were in fact bad in time enough to dump them without huge losses? Were they ready to exploit or abandon their mediocre hands as the different situations dictated?”


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