A glimpse into the minds of the Positioning Pioneers

  • Hashtag Branding – How to not get burned

    Starbucks, like most companies these days, is obsessed with buzz. Not the kind you get from a double-espresso but the kind you find online...

  • What we can learn from the RadioShack disaster.

    “Inside Radio Shack’s Collapse” is the headline of a six-page cover story in Bloomberg Businessweek last month. Why RadioShack bite the dust? Let’s take...

  • Super Bowl 2015

    We saw fewer special effects, sexy girls and kicks to the crotch this year. And the few that took that route fell flat. What...

  • How would you position Cadillac, the auto-industry’s faded glory?

    “What else can we get into?” That’s the first question new management asks itself when it takes over a company. Johan de Hysschen, Cadillac’s...

  • Coca-Cola introduces Fairlife milk, but have they gotten the category right?

    I was impressed when Coca-Cola announced the introduction of Fairlife, the first brand of “expensive” milk. Or as Sandy Douglas, president of Coca-Cola North...

  • What’s the biggest change in marketing in the past 50 years?

  • High Hopes for Marley

    The Weed Wars are coming. As the legalization of marijuana continues to move forward, we will see hundreds of homegrown brands turn into a...

  • What do chief executives have in common with accordion players?

  • In marketing, 1 plus 1 often equals 3/4th.

  • The product versus the brand.

  • Big marketing mistakes are more likely than small ones.

  • What can we do without? The first question to ask in building a brand.

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