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A glimpse into the minds of the Positioning Pioneers

  • It’s time to go global

    In our consulting work we find a big change from just a few years ago. Yesterday, companies wanted to dominate their category in the...

  • 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...

  • Price is a valuable position: So why do companies deliberately destroy theirs?

    Headline in a recent issue of The Atlanta Journal-Constitution: Retailers to roll out low-price stores. As the newspaper pointed out, the Gap retail chain...

  • What can a red nose do?

    What can a red nose do? It can build a brand. A red nose is the visual hammer for Red Nose Day, a campaign...

  • HP splits into a circle and a rectangle? Oh my.

    Hewlett-Packard is trying to become more focused by dividing itself in half. But dividing isn’t so easy. It is messy legally, corporately and mentally....

  • Political Branding – 2016 Preview

    Running for President of the United States means building a brand that at least 51% of the country is willing to buy on Election...

  • Hashtag Branding – How to not get burned

    Starbucks, like most companies these days, is obsessed with buzz. Not the kind you get from a double-espresso but the kind you find online...

  • High Hopes for Marley

    The Weed Wars are coming. As the legalization of marijuana continues to move forward, we will see hundreds of homegrown brands turn into a...

  • 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...

  • Super Bowl 2014

    Unless you were a Seattle fan, the 2014 Super Bowl wasn’t a super game to watch. The puppy bowl was more competitive. So that...

  • Marketing to do list for 2014

    Find out what the top things you need to do to make your brand the best it can be in 2014.

  • What’s the difference between advertising and marketing?

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Laura

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