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Forget words. When constructing a slogan, think “sounds.”

We live in a world of words. Our memos are written in words; our emails…

Al Ries

It’s time for CMOs to focus on the major marketing issue of the 21st century.

            Ever since the turn of the century, the agendas of chief marketing officers have…

Al Ries

Why is everybody customer oriented when the real opportunity is something totally different?

What wins in marketing today? The conventional wisdom is "customer centricity." As one pundit put…

Al Ries

All that is necessary for evil to triumph is for good people to use poor marketing strategies.

Edmund Burke's famous epigram (with a slight revision) illustrates the importance of good marketing in…

Al Ries

The law of duality is creating havoc with many marketing programs.

Many marketing managers overlook a simple principle: In the long run, every category coalesces around…

Al Ries

Super Bowl 2016

No matter how much the world of media changes, our yearly love affair with Super…

Laura Ries

Should strategy dictate tactics? Or tactics dictate strategy?

Silly questions. It’s obvious that strategy (the big picture) should dictate tactics (the small details.)…

Al Ries

The Most Important Marketing Decision to Make

What brand name to use, Most marketing mistakes can be corrected. Not with brand names.…

Al Ries

Slogans vs. Taglines: What’s your brand’s battlecry?

When Tom Bodett was recording a radio commercial for Motel 6, he found the script…

Laura Ries

The line-extension time bomb claims another victim, McDonald’s.

Decades ago, I was kicked out of a Young Presidents’ Organization seminar for claiming that…

Al Ries

What’s the most under-utilized tool in your marketing toolkit?

Music: The magic ingredient to make your television commercials more effective. Did you watch the…

Al Ries

Striking Out Cancer with a Visual Hammer

Every cancer center has a mission, vision and core values. If you looked them all…

Laura Ries