James Wan Quotes

Positioning should be decided before the advertising is created

I learnt the hard way about positioning in business, about catering to the right segments.

The marketers can compete with free; it just has to be better. Look at bottled water if you don't believe me.

Never expect that your startup can cover every aspect of the market. The key is knowing what segment will respond to your unique offering. Who your product appeals to is just as important as the product itself.

Marketing is the distinguishing, unique function of the business.

Great marketing cannot sell a pedestrian product very well.

We could be the biggest pantyhose seller in America, but we don't want to weaken the link in shoppers' minds between Home Depot and do-it-yourself projects.

The only one that seems to be able to hold the business is Disney. They do it is because they have a fabulous philosophy about marketing- but even they wavered.

The general market wants what I do.

I think there is a niche for every market.

Advertising doesn't create a product advantage. It can only convey it.

The basic idea that marketing is wrong at its core is one of the main reasons why innovation seems blocked and unpredictable.

It's always about mindshare, not market share.

Even if someone is already in your market space, ask yourself whether you can approach it from a different angle and thereby secure your own customer base.

Advertising is the price companies pay for being unoriginal.

It's very challenging to carve back market share.

My books didn't fit a marketing niche.

In flush times, a rising tide of consumption can compensate for less than optimal branding, positioning, pricing or segmentation.

There are hundreds of competitors in the direct marketing of computers. We have been very successful because of quality, price, service and the way we treat the customer.

Now we understand that the most important thing we do is market the product. We've come around to saying that Nike is a marketing-oriented company, and the product is our most important marketing tool.

Ninety percent of the success of any product or service is its promotion and marketing.

Here's how Apple does marketing in a nutshell: Make a great product, then let people know about it. That's it. Neither aspect of that is easy, but the important thing is it has to happen in that order. It all starts with a great product.

The tricks and artifices of advertising are available to the seller of the better product no less than to the seller of the poorer product. But only the former enjoys the advantage derived from the better quality of his product.

Consequently, pictures are aimed at certain audiences, whether it be a teen comedy or an action movie or whatever. It's unfortunate, because while it may lead to big opening grosses, a lot of pictures that are a little different and don't fit so neatly into either a niche market or a high-concept marketing approach can get lost in the shuffle. That's one unfortunate thing.

I've always wanted to do a horror film. I don't know if my agent will be happy I said that when I get sent some crap horror films, but I'd like to do a good one, like 'It Follows,' or 'The Babadook.'