By Al Ries
Fifty years ago, I ran a small advertising agency in New York City called Ries Cap..
ABOUT THE AUTHORS
Top marketing strategist in the world, Father of Positioning. Al Ries and Jack Trout co-authored the world-famous marketing classics like “Positioning”, “Marketing Warfare”, “Bottom-up Marketing”, “The 22 Immutable Laws of Marketing”, “Morse Sense”, etc. As the first author, he contributed the core ideas in these works and wrote the main content. Since the 1990s, Al Ries and his daughter Laura Ries have published such works as “Focus”, “The Origin of Brands: How product Evolution Creates Endless Possibilities for New Brands”, “War in the Boardroom” …which brought the Positioning Theory to a new peak. Al Ries has been selected as the “TOP 10 Favorite Business Gurus” by the US authoritative media, and has also been selected as “2016 Marketing Hall of Fame Inductee” on behalf of the Positioning Theory by the American Marketing Association.
President of Ries & Ries, daughter and partner of Al Ries, Father of Positioning. An outstanding successor of positioning theory, the recognized master of marketing strategy in the United States. Specially invited strategy advisor for channels and columns such as Fox News, CNBC, ABC and CNN, she also provides brand strategy consulting services forcompanies in Fortune Global 500. She has co-authored lots of classic commercial books such as “The 22 Immutable Laws of Branding”, “The Origin of Brands: How product Evolution Creates Endless Possibilities for New Brands”, “War in the Boardroom”, etc.
Global Partner of Al Ries, General manager and strategic positioning expert of Ries & Partner China. One of the founders and practitioners of category strategy, new development of positioning theory. He has been devoted to the strategic method research and China practice for many years. In 2007, due to the deep research, dissemination and practice of strategic thinking of Ries, Mr. Al Ries, the father of the positioning, personally approved and authorized the fifth partner in the world.