A glimpse into the minds of the Positioning Pioneers

  • 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 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.

  • What the art market can teach us about branding.

    At Christie’s recent post-war and contemporary-art sale, this black-and-white painting of a Coca-Cola bottle sold for $57.2 million. What made a black-and-white painting of...

  • Company versus product brands.

    We seem to be confusing the two. It’s obvious that Procter & Gamble is a company brand, but what’s an Apple? Like P&G, Apple...

  • America’s Visual Hammer

    Happy Birthday America! We are celebrating the Fourth of July holiday in the United States today! I’m also using today to kick-off my new...

  • Brands today need hammermarks.

    In 1986, CBS broadcast a 60 Minutes segment about Audi entitled “Out of Control.” The show portrayed the tendency of the Audi 5000 model...

  • NEW BOOK: Visual Hammer

    My father’s theory on positioning was revolutionary, but it had a weakness. Invariably, positioning strategy was expressed verbally. You looked for a verbal hole...

  • The Most Effective Way to Sell Brand USA’s Image

  • The Secret of Steve Jobs

    Steve Jobs was a rebel who didn’t go about life or work in the normal way. He dropped out of college, was a fruitarian...

  • Is brand advertising dead?

  • Crazy for Consumers? RIM is insane.

    What is RIM doing wrong? Why don’t people appreciate RIM’s BlackBerry brand, profits or growth? Because they are fighting the wrong battle. They are...

  • The case for multiple brands.

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