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A glimpse into the minds of the Positioning Pioneers

  • It’s time for CMOs to focus on the major marketing issue of the 21st century.

    by Al Ries. In a world where technologies are rapidly changing, a single-brand company is at a strong disadvantage.

  • Forget Your Ps; Mind the Four Ms of Marketing

    by Al Ries. Instead of the 4Ps, a marketing mix for the 21st century might include the 4Ms: (1) Merchandise, (2) Market, (3) Media,...

  • Six steps in launching a brand via PR

    by Al Ries. In the past, almost every new brand was launched with a big advertising campaign. In today’s media environment, that’s not a...

  • It’s time to go global

    by Al Ries. Today, almost every company we work with wants to dominate the global market, not just the American market.

  • Strategy and tactics: The two drivers of marketing success.

    by Al Ries. The marketing community tends to focus on the tactics, when the real opportunities lie inside the company. The product, its price...

  • There are two types of categories and two types of strategies.

    by Al Ries. All categories are not alike. Unless you know what type of category you are dealing with, you may be making a...

  • A few words about Jack Trout and positioning

    With the passing of my ex-partner and good friend Jack Trout, I feel compelled to write a few words about our nearly 30 years...

  • Five Revolutionary Changes in Marketing Since the Turn of the Century

    What can we say about marketing that hasn’t been said many times before? Actually, a lot. Two developments have changed marketing forever. One is...

  • When history conflicts with logic, history is the loser.

    Marketing managers who plan logically often make many mistakes. They should study history instead. In logic, “one plus one” equals two. That’s not true...

  • What’s missing in most marketing programs? Verbal imagery.

    I’ve written about the superiority of visuals over verbals. And my daughter Laura Ries has written a book on the subject, Visual Hammer. But...

  • To launch a new company, you need two strategies.

    Twenty-seven million Americans of working age (or 14 percent of the population) are starting or running new businesses. How many of these entrepreneurs are...

  • Polarize, Don’t Demonize: The Secret to Politics and Marketing

    Plenty. Yet most political consultants think differently. Most think the best way to win an election is to bad-mouth your opponent. The advertising industry...

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