Music: The magic ingredient to make your television commercials more effective. Did you watch the last episode of Mad Men,...
Author archive for: Al Ries
In the spring of 1972, Jack Trout and I wrote a series of articles for Advertising Age entitled “The Positioning Era Cometh.”
And it sure came. By December of that year, The Wall Street Journal ran a front-page story on positioning (not totally favorable.) But it turned out to be a “keystone” story that sparked hundreds of articles in local newspapers and magazines.
I was impressed when Coca-Cola announced the introduction of Fairlife, the first brand of “expensive” milk. Or as Sandy Douglas, president of Coca-Cola North America, called it, “the premiumization of milk.”
Finally a great idea from the world’s largest beverage company.