The Pioneers of Positioning

World Leaders in Positioning for Over 50 Years

  • Positioning Pioneers

    A timeline of RIES

  • 1963

    Ries, Cappello, Coldwell is formed in New York City.

  • 1966

    RCC's Rational Approach to advertising.

  • 1967

    Al develops the concept of "The Rock" the original name of positioning.

  • 1968

    RCC celebrates their 5th anniversary.

  • 1972

    Advertising Age publishes the seminal 3-part series on positioning.

  • 1972

    The articles in AdAge spark a huge debate on creativity vs. positioning.

  • 1974

    Positioning takes Madison Avenue by storm.

  • 1975

    RRC adds positioning strategy projects.

  • 1977

    Al becomes a sought after speaker and industry commentator.

  • 1981

    Positioning is published by Mc-Graw Hill.

  • 1984

    The agency runs full-page NYT's ads citing the dangers of line-extension.

  • 1986

    Marketing Warfare is published.

  • 1989

    Bottom-Up Marketing is published.

  • 1989

    The ad agency is shut down and Al & Jack focus on consulting.

  • 1991

    Horse Sense is published.

  • 1993

    The 22 Immutable Laws of Marketing is published.

  • 1994

    Laura joins her father and they rename as Ries & Ries.

  • 1996

    Focus is published. A narrow focus is the key to success.

  • 1997

    Al & Laura relocate to Atlanta, Georgia.

  • 1998

    The 22 Immutable Laws of Branding. An instant classic.

  • 1999

    Nothing beats working together.

  • 2000

    The 11 Immutable Laws of Internet Branding is published.

  • 2002

    The Fall of Advertising & the Rise of PR is published.

  • 2004

    The Origin of Brands is published.

  • 2005

    AdAge names positioning one of the top 75 ideas of the 20th century.

  • 2007

    RIES China is founded by Simon Chuang.

  • 2008

    Positioning gains millions of new followers in China.

  • 2009

    War in the Boardroom is published.

  • 2009

    Readers of AdAge name Positioning the best book ever on marketing.

  • 2010

    Laura becomes a sought-after marketing commentator for CNBC, Fox News, CNN.

  • 2012

    Laura writes Visual Hammer.

  • 2015

    Laura writes Battlecry.

  • 2017

    RIES China celebrates its 10th anniversary serving top clients like Great Wall Motors.

  • 2018

    Al still speaking around the world at age 92.

  • 2019

    Positioning in the 21st Century is published.

  • 2020

    Laura completes a speaking tour in Asia just before Covid hits.

  • 2022

    Positioning celebrates its 50th anniversary since the AdAge articles.

  • October 7, 2022

    Al Ries, father of positioning passes peacefully.

  • 2022

    Laura Ries becomes RIES global, chairwoman.

  • 2023

    The RIES legacy continues.

  • 2024

    12th Anniversay of Visual Hammer

RIES | Leadership

  • Laura Ries

    Chairwoman, RIES

    Atlanta, USA

  • Simon Zhang

    CEO, RIES

    Shanghai, China

RIES | Lead Partners

  • Michael Brandtner

    Lead Partner, RIES

    Austria, Europe

  • Jens Hansen

    Lead Partner, RIES

    Sweden, Europe

  • Raul Del Rio

    Lead Partner, RIES

    Spain, Europe

RIES | Consulting Partners

  • Behrooz Lotfian

    Consulting Partner, RIES Global

    Malaysia

  • Meltem Heper

    Consulting Partner, RIES Global

    Turkey

RIES | Global Team

  • Martin Delaney

    United Kingdom

  • Murat Oksuz

    Turkey

  • Thiago la Torre

    Brasil

RIES China | Leads

  • Elsie Chen

    Head of Marketing & Communications, RIES

    Shanghai, China

  • Sophie Shao

    GM Secretary, RIES

    Shanghai, China

  • Guoren Wang

    Creative Director, LAURA VISUAL HAMMER

    Shanghai, China

RIES Team in Shanghai