In our consulting work we find a big change from just a few years ago. Yesterday, companies wanted to dominate their category in the...
The two drivers of marketing success are: (1) What you do inside the company, and (2) What you do outside the company. What you...
All categories are not alike. Unless you know what type of category you are dealing with, you may be making a strategic error. Type...
With the passing of my ex-partner and good friend Jack Trout, I feel compelled to write a few words about our nearly 30 years...
Marshall McLuhan introduced the phrase The medium is the message, in his 1964 book, “Understanding Media: The Extensions of Man.” The medium itself, according...
What can we say about marketing that hasn’t been said many times before? Actually, a lot. Two developments have changed marketing forever. One is...
Marketing managers who plan logically often make many mistakes. They should study history instead. In logic, “one plus one” equals two. That’s not true...
I’ve written about the superiority of visuals over verbals. And my daughter Laura Ries has written a book on the subject, Visual Hammer. But...
Twenty-seven million Americans of working age (or 14 percent of the population) are starting or running new businesses. How many of these entrepreneurs are...
In the past, almost every new brand was launched with a big advertising campaign. In today’s media environment, that’s not a good idea. Advertising is expensive...
Plenty. Yet most political consultants think differently. Most think the best way to win an election is to bad-mouth your opponent. The advertising industry...
Fifty-six years ago, E. Jerome McCarthy conceived the 4Ps of marketing: (1) Product, (2) Price, (3) Place and (4) Promotion. Today, Product is still...