A glimpse into the minds of the Positioning Pioneers

  • Tesla Master Class: Untap your Brand’s PR-potential

    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...

  • Ski Austria: How could you forget Austria?

    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...

  • The Guru has Passed Away, But His Legacy Lives on

    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...

  • The End of the iPod leaves 5 Brand Lessons Behind

    by Michael Brandtner and Jens Hansen. Five important strategic brand management lessons can be learned by studying Apple’s iPod journey.

  • The Birth of Category and End of Strategy.

    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...

  • Tesla dominates the battery electric-vehicle market in America

    by Al Ries. Tesla had 67 percent of the EV market and the other nine electric vehicle brands, in total, had only 33 percent.

  • The Wisdom of Al Ries and what Positioning really is all about.

    by Michael Brandtner & Jens Hansen. Positioning is the art of achieving of what is possible in the mind. If you want to establish...

  • A new category demands a new brand name.

    by Laura Ries. Tesla is the only brand that says: I own an electric vehicle. The other ten have gasoline brand names.

  • Marketing and the American election.

    by Al Ries. Why did Donald Trump win in 2016 and lose in 2020? You can answer that question in a single word.

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

    by Al Ries. In a world where technologies are rapidly changing, a single-brand company is at a strong disadvantage.

  • Forget Your Ps; Mind the Four Ms of Marketing

    by Al Ries. Instead of the 4Ps, a marketing mix for the 21st century might include the 4Ms: (1) Merchandise, (2) Market, (3) Media,...

  • Six steps in launching a brand via PR

    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...

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