Marketing Guru Al Ries: A Lesson from Saturn


Mar­ket­ing guru Al Ries says that Sat­urn made the clas­sic mis­take of try­ing to expand its brand when it should have expand­ed mar­ket share. He says that every 1% increase in a brand’s mar­ket share increas­es the pow­er of the brand in the consumer’s mind while decreas­ing the pow­er of its com­peti­tors.