Al Ries, Legendary Marketing Strategist and Bestselling Author on Expert Access Radio
On January 9, 2011 Al Ries is a legendary marketing strategist and the bestselling author (or co-author) of 11 books on marketing including “Positioning,”; “Marketing Warfare,”; “Focus,”; “The 22 Immutable Laws of Branding,”;” The Fall of Advertising & the Rise of PR,”; and his latest “War in the Boardroom,” was the featured guest on Expert Access Radio.
POSITIONING
In 1972, Al co-authored the now infamous three-part series of articles declaring the arrival of the Positioning era in Advertising Age magazine. The concept of positioning revolutionized how people viewed advertising and marketing. Marketing was traditionally thought of as communications, but successful brands are those that find an open hole in the mind and then become the first to fill the hole with their brand name.
Last year, Advertising Age magazine choose the 75 most important ad moments of the last 75 years celebrating the publication’s 75th anniversary. The emergence of positioning came in at number #56. Ad Age commented on how the concept remains just as relevant in today’s environment, “The positioning era doesn’t end. What became a part of the marketing lexicon in the early ‘70’s holds its own in the textbooks of today.”
Al currently writes a monthly marketing column for AdAge.com and appears on the RiesReport.com.
LISTEN
Audio clip: Adobe Flash Player (version 9 or above) is required to play this audio clip. Download the latest version here. You also need to have JavaScript enabled in your browser.
