A glimpse into the minds of the Positioning Pioneers

  • Nobody wants to be like Mr. Six

    When you create an advertising icon, it’s easy to fall into a trap. On the one hand, the objective of an icon is to...

  • When size doen’t matter.

    What’s the size of the market? That’s the first question normally asked before the start of any branding program. It’s also the wrong question...

  • Brand Journalism vs. Positioning

    “The end of positioning as we know it,” declared McDonald’s CMO, Larry Light at last month’s AdWatch conference in New York City. McDonald’s, he...

  • The Positioning Era Cometh

    In 1972, the first in a series of articles was published in Advertising Age on the concept of Positioning developed by Al Ries and...

  • Positioning is alive and well.

    Some have said Positioning is dead. No way, I say. Positioning is alive and well. Successful brands are still the ones using the most...

  • Martha put on the orange jumpsuit

    I just got done taping an interview with ABC News. For anyone watching it should be airing tomorrow(Thursday, July 15th) on the ABC World...

  • The importance of “timing.”

    One of the most difficult marketing tasks is promoting the opening of a major motion picture. You have only one shot at success. If...

  • Wal-Mart can never be fashionable.

    For two years Wal-Mart has been trying to make itself fashionable. Wal-Mart and fashion? You have got to be kidding. It’s never going to...

  • Newsflash: Advertising Agency runs an Advertisement!

    It so seldom happens that an advertising agency runs an advertisement for itself that the Wall Street Journal devoted its entire advertising column yesterday...

  • Day One

    Welcome, I look forward to discussing branding and marketing topics. What is working, what isn’t and what is really annoying me. In particular I...

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Laura

Laura

Ries Report

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@lauraries