World Leaders in Positioning for Over 50 Years
A timeline of RIES
Ries, Cappello, Coldwell is formed in New York City.
RCC's Rational Approach to advertising.
Al develops the concept of "The Rock" the original name of positioning.
RCC celebrates their 5th anniversary.
Advertising Age publishes the seminal 3-part series on positioning.
The articles in AdAge spark a huge debate on creativity vs. positioning.
Positioning takes Madison Avenue by storm.
RRC adds positioning strategy projects.
Al becomes a sought after speaker and industry commentator.
Positioning is published by Mc-Graw Hill.
The agency runs full-page NYT's ads citing the dangers of line-extension.
Marketing Warfare is published.
Bottom-Up Marketing is published.
The ad agency is shut down and Al & Jack focus on consulting.
Horse Sense is published.
The 22 Immutable Laws of Marketing is published.
Laura joins her father and they rename as Ries & Ries.
Focus is published. A narrow focus is the key to success.
Al & Laura relocate to Atlanta, Georgia.
The 22 Immutable Laws of Branding. An instant classic.
Nothing beats working together.
The 11 Immutable Laws of Internet Branding is published.
The Fall of Advertising & the Rise of PR is published.
The Origin of Brands is published.
AdAge names positioning one of the top 75 ideas of the 20th century.
RIES China is founded by Simon Chuang.
Positioning gains millions of new followers in China.
War in the Boardroom is published.
Readers of AdAge name Positioning the best book ever on marketing.
Laura becomes a sought-after marketing commentator for CNBC, Fox News, CNN.
Laura writes Visual Hammer.
Laura writes Battlecry.
RIES China celebrates its 10th anniversary serving top clients like Great Wall Motors.
Al still speaking around the world at age 92.
Positioning in the 21st Century is published.
Laura completes a speaking tour in Asia just before Covid hits.
Positioning celebrates its 50th anniversary since the AdAge articles.
October 7, 2022
Al Ries, father of positioning passes peacefully.
Laura Ries becomes RIES global, chairwoman.
A new chapter for RIES begins.