Al Ries
Encyclopedia
Al Ries is a marketing
Marketing
Marketing is the process used to determine what products or services may be of interest to customers, and the strategy to use in sales, communications and business development. It generates the strategy that underlies sales techniques, business communication, and business developments...

 professional and author. He is also the co-founder and chairman of the Atlanta-based consulting
Consultant
A consultant is a professional who provides professional or expert advice in a particular area such as management, accountancy, the environment, entertainment, technology, law , human resources, marketing, emergency management, food production, medicine, finance, life management, economics, public...

 firm Ries & Ries with his partner and daughter, Laura Ries
Laura Ries
Laura Ries is an author of marketing books and co-founder of the consulting firm Ries & Ries with her father, Al Ries.Ries attended Northwestern University in Evanston, Illinois where she graduated “with highest distinction” from Northwestern’s School of Speech in 1993, finishing in the top 2% of...

. Along with Jack Trout
Jack Trout
Jack Trout is among the world’s most famous marketing gurus. Over the 40 years of marketing consultancy work, Jack Trout has engaged in hundreds of assignments all over the globe...

, Ries coined the term "positioning
Positioning (marketing)
In marketing, positioning has come to mean the process by which marketers try to create an image or identity in the minds of their target market for its product, brand, or organization....

", as related to the field of marketing, and authored Positioning: The Battle For Your Mind, an industry standard on the subject.

Ries graduated from DePauw University
DePauw University
DePauw University in Greencastle, Indiana, USA, is a private, national liberal arts college with an enrollment of approximately 2,400 students. The school has a Methodist heritage and was originally known as Indiana Asbury University. DePauw is a member of both the Great Lakes Colleges Association...

 in 1950 with a degree in liberal arts
Liberal arts
The term liberal arts refers to those subjects which in classical antiquity were considered essential for a free citizen to study. Grammar, Rhetoric and Logic were the core liberal arts. In medieval times these subjects were extended to include mathematics, geometry, music and astronomy...

 and accepted a position with the advertising department of General Electric
General Electric
General Electric Company , or GE, is an American multinational conglomerate corporation incorporated in Schenectady, New York and headquartered in Fairfield, Connecticut, United States...

 before founding his own advertising agency in New York City
New York City
New York is the most populous city in the United States and the center of the New York Metropolitan Area, one of the most populous metropolitan areas in the world. New York exerts a significant impact upon global commerce, finance, media, art, fashion, research, technology, education, and...

, Ries Cappiello Colwell, in 1963. The agency later changed to a marketing strategy firm, Trout & Ries.

In 1972, again cooperating with Trout, Ries co-authored a three-part series of articles declaring the arrival of the "Positioning Era" in Advertising Age
Advertising Age
Advertising Age is a magazine, delivering news, analysis and data on marketing and media. The magazine was started as a broadsheet newspaper in Chicago in 1930...

magazine, promoting their concept of positioning.

In 1994, Ries founded Ries & Ries with his daughter Laura a recent graduate of Northwestern University
Northwestern University
Northwestern University is a private research university in Evanston and Chicago, Illinois, USA. Northwestern has eleven undergraduate, graduate, and professional schools offering 124 undergraduate degrees and 145 graduate and professional degrees....

 and TBWA advertising account executive.

Ries was selected as one of the most influential people in the field of public relations
Public relations
Public relations is the actions of a corporation, store, government, individual, etc., in promoting goodwill between itself and the public, the community, employees, customers, etc....

 in the 20th century by PR Week
PR Week
PRWeek is a weekly trade magazine for the public relations industry.PRWeek also produces research into the size and shape of the UK public relations industry including the annual ranking of Top 150 PR consultancies and Salary Survey as well as surveys into industry-relevant issues such as staff...

magazine in 1999. Ries has also written a number of books that have made the BusinessWeek
BusinessWeek
Bloomberg Businessweek, commonly and formerly known as BusinessWeek, is a weekly business magazine published by Bloomberg L.P. It is currently headquartered in New York City.- History :...

best seller list on a number of occasions.

Top clients

  • Apple Inc. (previously Apple Computer, Inc.)
  • AT&T
    AT&T
    AT&T Inc. is an American multinational telecommunications corporation headquartered in Whitacre Tower, Dallas, Texas, United States. It is the largest provider of mobile telephony and fixed telephony in the United States, and is also a provider of broadband and subscription television services...

  • Branders.com
    Branders.com
    Branders.com, Inc. is an American multinational Internet company that manages Branders.com, an online promotional products distributor. The company is based in San Mateo, California with a regional operating headquarters in Ortigas Center, Pasig City, Philippines...

  • Burger King
    Burger King
    Burger King, often abbreviated as BK, is a global chain of hamburger fast food restaurants headquartered in unincorporated Miami-Dade County, Florida, United States. The company began in 1953 as Insta-Burger King, a Jacksonville, Florida-based restaurant chain...

  • Digital Equipment
  • Frito-Lay
    Frito-Lay
    Frito-Lay North America is the division of PepsiCo that manufactures, markets and sells corn chips, potato chips and other snack foods. The primary snack food brands produced under the Frito-Lay name include Fritos corn chips, Cheetos cheese-flavored snacks, Doritos and Tostitos tortilla chips,...

  • IBM
    IBM
    International Business Machines Corporation or IBM is an American multinational technology and consulting corporation headquartered in Armonk, New York, United States. IBM manufactures and sells computer hardware and software, and it offers infrastructure, hosting and consulting services in areas...

  • Illycafe
  • Inhale Technology
  • Intel
  • Lotus Development
  • Maxion
  • Missouri Board of Tourism
  • Novell
    Novell
    Novell, Inc. is a multinational software and services company. It is a wholly owned subsidiary of The Attachmate Group. It specializes in network operating systems, such as Novell NetWare; systems management solutions, such as Novell ZENworks; and collaboration solutions, such as Novell Groupwise...

  • Paramount Television
    Paramount Television
    Paramount Television was an American television production/distribution company that was active from January 1, 1968 to August 27, 2006.Its successor is CBS Television Studios, formerly CBS Paramount Television...

  • Procter & Gamble
    Procter & Gamble
    Procter & Gamble is a Fortune 500 American multinational corporation headquartered in downtown Cincinnati, Ohio and manufactures a wide range of consumer goods....

  • Silicon Graphics
    Silicon Graphics
    Silicon Graphics, Inc. was a manufacturer of high-performance computing solutions, including computer hardware and software, founded in 1981 by Jim Clark...

  • SmithKline
  • Southwest Airlines
    Southwest Airlines
    Southwest Airlines Co. is an American low-cost airline based in Dallas, Texas. Southwest is the largest airline in the United States, based upon domestic passengers carried,...

  • Tambrands
  • Xerox
    Xerox
    Xerox Corporation is an American multinational document management corporation that produced and sells a range of color and black-and-white printers, multifunction systems, photo copiers, digital production printing presses, and related consulting services and supplies...



Complete list of clients here

External links

, Ries & Ries
Category:Marketing theorists
Category:Marketing people
Category:Advertising theorists
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