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by Al Ries. In a world where technologies are rapidly changing, a single-brand company is at a strong disadvantage.
by Al Ries. The marketing community tends to focus on the tactics, when the real opportunities lie inside the company. The product, its price...
by Al Ries. All categories are not alike. Unless you know what type of category you are dealing with, you may be making a...
What can we say about marketing that hasn’t been said many times before? Actually, a lot. Two developments have changed marketing forever. One is...
I’ve written about the superiority of visuals over verbals. And my daughter Laura Ries has written a book on the subject, Visual Hammer. But...
Twenty-seven million Americans of working age (or 14 percent of the population) are starting or running new businesses. How many of these entrepreneurs are...
What wins in marketing today? The conventional wisdom is “customer centricity.” As one pundit put it, Connect with customers based on their behavior or...
Many marketing managers overlook a simple principle: In the long run, every category coalesces around two major brands. Cola: Coca-Cola and Pepsi-Cola. Toothpaste: Crest...
Silly questions. It’s obvious that strategy (the big picture) should dictate tactics (the small details.) Big companies, in particular, believe in strategy first, tactics...
What can a red nose do? It can build a brand. A red nose is the visual hammer for Red Nose Day, a campaign...
Hewlett-Packard is trying to become more focused by dividing itself in half. But dividing isn’t so easy. It is messy legally, corporately and mentally....
Starbucks, like most companies these days, is obsessed with buzz. Not the kind you get from a double-espresso but the kind you find online...