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By Brandtner/Hansen. The master class example of how to squeeze the most out of your brand’s PR potential, is how Elon Musk has been...
By Brandtner/Hansen. If you believe Ski Austria is some small ski organization in a small village hidden up somewhere in the Austrian mountains, you...
By Simon Zhang, CEO RIES Global, CEO RIES China. In memory of Mr. Al Ries, the world’s leading positioning strategy guru and founder of...
by Michael Brandtner and Jens Hansen. Five important strategic brand management lessons can be learned by studying Apple’s iPod journey.
by Simon Zhang. Twelve years ago, Mr. Al Ries and Ms. Laura Ries co-authored “The Origin of Brands.” For the first time, the book...
by Al Ries. Tesla had 67 percent of the EV market and the other nine electric vehicle brands, in total, had only 33 percent.
by Michael Brandtner & Jens Hansen. Positioning is the art of achieving of what is possible in the mind. If you want to establish...
by Laura Ries. Tesla is the only brand that says: I own an electric vehicle. The other ten have gasoline brand names.
by Al Ries. Why did Donald Trump win in 2016 and lose in 2020? You can answer that question in a single word.
by Al Ries. In a world where technologies are rapidly changing, a single-brand company is at a strong disadvantage.
by Al Ries. Instead of the 4Ps, a marketing mix for the 21st century might include the 4Ms: (1) Merchandise, (2) Market, (3) Media,...
by Al Ries. In the past, almost every new brand was launched with a big advertising campaign. In today’s media environment, that’s not a...