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...
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...
by Al Ries. Tesla had 67 percent of the EV market and the other nine electric vehicle brands, in total, had only 33 percent.
by Michael Brandtner & Jens Hansen. Positioning is the art of achieving of what is possible in the mind. If you want to establish...
by Laura Ries. Tesla is the only brand that says: I own an electric vehicle. The other ten have gasoline brand names.
by Al Ries. Why did Donald Trump win in 2016 and lose in 2020? You can answer that question in a single word.
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...
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...
[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...
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...
A company makes a major mistake when it develops a verbal strategy without considering what visual hammer might help hammer that idea into consumers’...