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by Al Ries. In a world where technologies are rapidly changing, a single-brand company is at a strong disadvantage.
by Al Ries. Instead of the 4Ps, a marketing mix for the 21st century might include the 4Ms: (1) Merchandise, (2) Market, (3) Media,...
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...
by Al Ries. Today, almost every company we work with wants to dominate the global market, not just the American market.
by Al Ries. The marketing community tends to focus on the tactics, when the real opportunities lie inside the company. The product, its price...
by Al Ries. All categories are not alike. Unless you know what type of category you are dealing with, you may be making a...
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...
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...
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...
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...
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...
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...