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It’s time to go global

In our consulting work we find a big change from just a few years ago.…

Al Ries

Strategy and tactics: The two drivers of marketing success.

The two drivers of marketing success are: (1) What you do inside the company, and…

Al Ries

There are two types of categories and two types of strategies.

All categories are not alike. Unless you know what type of category you are dealing…

Al Ries

A few words about Jack Trout and positioning

With the passing of my ex-partner and good friend Jack Trout, I feel compelled to…

Al Ries

The medium is the message, but few are listening.

Marshall McLuhan introduced the phrase The medium is the message, in his 1964 book, “Understanding…

Al Ries

Five Revolutionary Changes in Marketing Since the Turn of the Century

What can we say about marketing that hasn’t been said many times before? Actually, a…

Al Ries

When history conflicts with logic, history is the loser.

Marketing managers who plan logically often make many mistakes. They should study history instead. In…

Al Ries

What’s missing in most marketing programs? Verbal imagery.

I’ve written about the superiority of visuals over verbals. And my daughter Laura Ries has…

Al Ries

To launch a new company, you need two strategies.

Twenty-seven million Americans of working age (or 14 percent of the population) are starting or…

Al Ries

Six steps in launching a brand via PR

In the past, almost every new brand was launched with a big advertising campaign. In today's media…

Al Ries

Polarize, Don’t Demonize: The Secret to Politics and Marketing

Plenty. Yet most political consultants think differently. Most think the best way to win an…

Al Ries

Forget Your Ps; Mind the Four Ms of Marketing

Fifty-six years ago, E. Jerome McCarthy conceived the 4Ps of marketing: (1) Product, (2) Price,…

Al Ries