A glimpse into the minds of the Positioning Pioneers

Peloton goes off track

The grass always looks greener. We got the ladies, so let’s go after the men. Peloton’s lastest campaign features two active NFL players? NFL...

The Guru has Passed Away, But His Legacy Lives on

By Simon Zhang, CEO RIES Global, CEO RIES China. In memory of Mr. Al Ries, the world’s leading positioning strategy guru and founder of...

Tesla dominates the battery electric-vehicle market in America

by Al Ries. Tesla had 67 percent of the EV market and the other nine electric vehicle brands, in total, had only 33 percent.

The Wisdom of Al Ries and what Positioning really is all about.

by Michael Brandtner & Jens Hansen. Positioning is the art of achieving of what is possible in the mind. If you want to establish...

A new category demands a new brand name.

by Laura Ries. Tesla is the only brand that says: I own an electric vehicle. The other ten have gasoline brand names.

Marketing and the American election.

by Al Ries. Why did Donald Trump win in 2016 and lose in 2020? You can answer that question in a single word.

Marketing Hall of Fame

They might want quarter-inch holes, but they buy better quarter-inch drills.

Marketing is frustrating because virtually all common-sense ideas are wrong. Take Theodore Levitt’s famous maxim, People don’t want to buy a quarter-inch drill. They...

Burger King loses its way

What kills most marketing programs is “change.” When you keep changing your slogans, you confuse consumers and after a while they don’t attention to...

Why is America one of the world’s wealthiest countries?

[cmsms_row data_width=”boxed” data_padding_left=”3″ data_padding_right=”3″ data_color=”default” data_bg_color=”#ffffff” data_bg_position=”top center” data_bg_repeat=”no-repeat” data_bg_attachment=”scroll” data_bg_size=”cover” data_bg_parallax_ratio=”0.5″ data_color_overlay=”#000000″ data_overlay_opacity=”50″ data_padding_top=”0″ data_padding_bottom=”50″][cmsms_column data_width=”1/1″][cmsms_image align=”center” link=”https://www.ries.com/wp-content/uploads/2015/06/adage-small.png” animation_delay=”0″]12516|https://www.ries.com/wp-content/uploads/2015/06/adage-small.png|full[/cmsms_image][/cmsms_column][/cmsms_row][cmsms_row][cmsms_column data_width=”1/1″][cmsms_text] According to the...

The three rules of marketing.

Years ago, I was making a presentation to several hundred marketing people from a Fortune 500 consumer-products company. The subject of my presentation was...

Visual Hammers speak to consumers

A company makes a major mistake when it develops a verbal strategy without considering what visual hammer might help hammer that idea into consumers’...