Positioning that Wins Minds

Building a brand is more challenging than ever, we are the pioneers of positioning and will guide you in focusing your brand for success. The RIES session approach is like no other. Learn more.

Coming Fall 2025

THE STRATEGIC ENEMY

How to Build and Position a Brand Worth Fighting For

Consumers are overwhelmed by choices and inundated with marketing messages. And despite an obsession with positioning amongst the world’s most well-known companies, most marketing efforts fail. Leaders continue to focus on “being better” and "expanding the brand" rather than on what really matters—being different and distictive in the mind of the consumer.

READ MORE | PRE-ORDER NOW

"Marketing is a battle of perceptions, not products."

- AL RIES

What we do

Every company is in a different stage, at RIES we work together to outline the issues and navigate the solutions.

  • Positioning

    What does your brand stand for in the mind? What is your category? Consumers think category first. The best way into the mind is with a narrow focus that establishes a new category you will be first in.

  • Courage

    The right strategy is worth nothing unless you also have the courage to make it happen. Our strategy sessions are part therapy that gives you the confidence to be bold.

  • When to say no

    Positioning isn't just about what you do, it is about when to say no. Other consultants say growth only comes from doing more, not so. We give honest advice about when to say no. Second brands and global expansion is the key to success.

Positioning will Guide You.

Are you ready to make the bold positioning move to grow your business? RIES will guide your team during our interactive sessions to find your focus and nail your brand's position in the mind of the consumer.

I'm ready!
Positioning

Over 6 million copies sold worldwide.

The book that is still shaking the world of marketing

Buy Now

1926-2022

Al Ries, father of positioning

RIES was founded in 1963. Today, Laura Ries carries on her father's legacy bringing positioning into the 21st century.

Al's Life & Legacy

"Forget conventional wisdom...Ries' perspective is the one worth focusing on."

- Entrepreneur