Al Ries

A legendary branding strategist, author and originator of the concept of Positioning.

Al Ries

A legendary branding strategist, author and originator of the concept of Positioning.

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Most marketing mistakes stem from the assumption that you’re fighting a product battle rooted in reality.

Al Ries
Al Ries

A legendary branding strategist, author and originator of the concept of Positioning.

  • Marketing & Advertising
  • Perception
  • Storytelling
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  • Marketing & Advertising
Marketing is the manipulation of perceptions

Marketing is a manipulation of perceptions

It’s an illusion. There is no objective reality. There are no facts. There are no best products. All that exists in the world of marketing are perceptions in the minds of the customer or prospect. The perception is the reality. Everything else is an illusion. Marketing is a manipulation of those perceptions.

Source: The 22 Immutable Laws of Marketing (Book) by Al Ries Jack Trout

  • Perception
  • Psychology
  • Storytelling
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Smuckers
  • Marketing & Advertising
If your name is bad, change the name or make fun of it

If your name is bad, change the name or make fun of it.

“With a name like Smucker’s, it has to be good.” Most companies, especially family companies, would never make fun of their own name. Yet the Smucker family did, which is one reason why Smucker’s is the No.1 brand of jams and jellies. If your name is bad, you have two choices: change the name or make fun of it.

Source: The 22 Immutable Laws of Marketing (Book) by Al Ries Jack Trout

  • Branding
  • Product Naming
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  • Marketing & Advertising
Fad is a wave in the ocean, and a trend is the tide

Fad is a wave in the ocean, while a trend is the tide

A fad gets a lot of hype, and a trend gets very little. Like a wave, a fad is very visible, but it goes up and down in a big hurry. Like the tide, a trend is almost invisible, but it’s very powerful over the long term. A fad is a short-term phenomenon that might be profitable, but a fad doesn’t last long enough to do a company much good.

Source: The 22 Immutable Laws of Marketing (Book) by Al Ries Jack Trout

  • Future Trends
  • Strategy & Planning
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