Tag Archives: Al Ries

What Is Marketing Anyway?

Classic question, usually answered with a focus on the back-end of Marketing, namely promotion, advertising, brand awareness, etc. Even Al Ries, who I admire a lot, fell victim to this thinking in a recent article. He says CEOs value innovation … Continue reading

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A Point In Every Direction Is The Same As No Point At All

The headline for this post is the famous line from the Pointless Man in Harry Nilsson‘s classic made-for-TV movie, The Point, circa 1972. Many brands forget this warning in their attempt to stand for everything they can imagine some customer … Continue reading

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Sugar free Coca Cola?

Al Ries, co-inventor of Positioning, is an intelligent provocateur. He recently had some advice for Coca Cola about the “slam sugar” movement. In an article in Advertising Age, he recommends that Coca Cola remove all sugar from the product, drop … Continue reading

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What are they thinking with this brand extension?

I assume many of you are familiar with Cintas. They are synonymous with uniforms and have spent many years and lots of money creating that position in customers’ minds. Apparently somebody made a strategic decision to have the company enter the … Continue reading

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We Need to go Back to a 1950s Definition of Marketing

We need to go back to an OLD definition of Marketing to succeed in the future. Studies by the Association of National Advertisers among others have found that the Chief Marketing Officer of most companies is really only responsible for the … Continue reading

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Brand extensions

I generally agree with Al Ries. His insights into positioning have been remarkable over the years. He is a fanatic about NOT allowing brand or line extensions. His position is they usually (always) result in poorer performance than if you created … Continue reading

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How Marketing can ruin your business

I have posted about the concept employed by too many senior marketing execs: Rebrand, Relaunch and Resign. In a truly great article by Al Ries he demonstrates how marketing run amuck can not only be a poor investment, it can … Continue reading

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