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A glimpse into the minds of the Positioning Pioneers

Posts By Al Ries

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

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

  • 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 been focused on: (1) The Internet, and (2) Big...

  • 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 it, Connect with customers based on their behavior or...

  • 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 the current primary battles. How can an outsider with...

  • 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 two major brands. Cola: Coca-Cola and Pepsi-Cola. Toothpaste: Crest...

  • Should strategy dictate tactics? Or tactics dictate strategy?

    Silly questions. It’s obvious that strategy (the big picture) should dictate tactics (the small details.) Big companies, in particular, believe in strategy first, tactics...

  • The Most Important Marketing Decision to Make

    What brand name to use, Most marketing mistakes can be corrected. Not with brand names. Once you’re committed to a brand name, that’s usually...

  • 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 line extensions were destroying the McDonald’s brand. It’s too...

  • 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 last episode of Mad Men, especially the ending? As...

  • Price is a valuable position: So why do companies deliberately destroy theirs?

    Headline in a recent issue of The Atlanta Journal-Constitution: Retailers to roll out low-price stores. As the newspaper pointed out, the Gap retail chain...

  • Does the watch on Tim Cook’s watch measure up to Steve Jobs’ standards?

    The signs are not good. What reason does Apple have for not disclosing watch sales on its latest financial returns? I can think of...

  • What put Donald Trump in First Place?

    Donald Trump kicked off his Presidential campaign by attacking Mexican immigrants. And the whole country was in an uproar. NBC fired him. Macy’s fired...

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