advertising and marketing the ideological
"positioning method is preferred thinking to solve communication problems in the dissemination of excessive social.
in 1990, the "horse competition: The book criticized the Marketing on the success of the concept. Rees put forward its own proposal to marketers: "looking for a suitable horse." Here, "horse" refers to a product, an idea, a company or even another person.
"rarely alone single-handedly, rapid fame and fortune; truly successful jockeys, usually because he was riding the best horse in order to become a victorious general." - --- Al Rees
cheese theory first Spencer Johnson, the father of the world of marketing Philip Kotler is very respected Al Ries book, saying that "marketers will want to come out on top in the market competition read Al Ries' book. " However, the more the CEO is very much like their competitors do not see the book of Al Ries
the year 2000, "11 rule" to build network brands: pointed out that the biggest challenge facing the new millennium: the network what to do, how to build a network brand.
Rees specialized counseling annual turnover of over one billion dollars in large enterprises, such as IBM, General Electric and Microsoft. Hourly consulting fees of up to $ 25,000. In 2001, the history of the American Marketing Association Award of the American Marketing greatest impact concept, the USP of the result is not Strauss-Reeves, David Ogilvy's brand image on the, nor is the architecture of Philip Kotler marketing management and consumer delivered value theory, Michael Porter's competitive value chain theory, but the AI Ries and Jack Trout, Positioning theory.
it strictly accurate. The company must be established in the minds of prospective customers with a "status", which not only reflects the company's strengths and weaknesses, but also reflect the strengths and weaknesses of its competitors.
in 1996, "Focus": This paper describes such a reason as to why the company needs a narrower positioning themselves to seize the market in the minds of consumers. The book by Red Herring magazine as "artillery," management canon.
Al Ries book at a glance
in 1980, "Positioning: the mind battle:" positioning "the trend of leading marketing scholars, the book sold over 1 million.
in 2002, "the decline of advertising and the rise of public relations: a successful brand by the public relations rather than advertising to build brand public relations deeply rooted, and then by advertising to defend brand.
Al Ries currently serves as the United States Industrial Advertising Association (now the Business Marketing Association) President and Chairman of the New York Advertising Club, he also served by Andy Awards, chairman of the club. In 1989, international marketing director awarded him the "Advanced Marketing" award in 1999, "PR Week awarded the title of his 20th century's most influential 100 PR experts.
the beginning of 1994, Al Ries and his daughter Laura Ries in New York, a consulting firm of Rees and Rees. Since then, Reese, published in 1996 "Focus", published in 1998 and 2000, respectively, and Laura Reese "build the brand's 22 rules" and "11 rule" to build the network brand.
in 1979, Reese his company changed its name to Trout and Rees advertising (Trout & Ries, Advertising), their own as the company's chairman.
in 1985, "marketing war": the use of some of the ideas and principles of the military strategist Clausewitz to explain the problems in marketing. Critically acclaimed book come out, together with the previous book was translated into 17 languages issue.
1980 they once again join forces to cooperate published "Positioning: the mind battle, once again leading the trend of the" positioning "in marketing circles, the book has also become advertising academia enduring bestseller.
Al Ries (also translated Lai hereby) is one of the world's most famous marketing strategistWorld Steel Pipe , is currently the Chairman of the consulting firm of Rees and Rees (Ries & Ries,) the principal business of the company is many famous enterprises to provide a strategic choice of services, headquartered in Atlanta, USA.
To be a leader, you must first enter the minds of prospective customers. Effective leader may not be followers. The follower must be found in the human mind one is not occupied by the "gap" or loopholes. If there are no loopholes, you have to create a loophole by giving the competitors to reposition.
in 1955, he joined Needham, Louis & Brorby, as Worthington and Peugeot sales representatives. In 1961, he joined Marsteller, served as account executive.
Since then, 1985, 1988, 1990, 1993, Ries and Trout four cooperation, "marketing war" (Marketing Warfare), "bottom-up market marketing "(Bottom-Up Marketing)," horse of the competition "(Horse Sense,) and the marketing of the 22 rule" (The 22 Immutable Laws of Marketing). "Positioning" and "marketing war" in a number of countries have been translated into 17 languages and published, "22 rule" of the marketing has become a national business books bestseller.
in 1999, Al Ries, Public Relations Week magazine as one of the 20th century 100 most influential PR figure. That same year, in June, he became the "Business Week" on the cover.
1972, Ries and Jack Trout, "Advertising Age" magazine article "Positioning the New Millennium", so that the word "positioning" has begun to enter people's vision.
to yourself and your career positioning, positioning strategy, you can promote your business and benefit from it. The key principle is: do everything themselves, with the idea of looking for horse riding. To navigate successfully, must have the right attitude, we must consider the issue from the perspective of the outside point of view instead of bureau. This requires patience, courage and strength of character.
in 1993, 22 of the "marketing law": summarizes the basic reason of the success or failure in the marketing plan. "Contrary to it, you will suffer" This is the advice proposed by the authors. The book sold around the world, become a national business book bestsellers.
1988, the "bottom-up marketing": The book criticized some marketing scholars cited that the classic concept, such as goal, mission statement, strategic plan. Rees presented his revolutionary concept: "strategy is a bottom-up formulation, rather than top-down indoctrination."
1963, in New York, he set up his first advertising agency: Ries, Cappiello Colwell,
1998, "22 rule" to build the brand: to the reader that the product or service to play the rules of a world brand. The book becomes 9 of the 1999 "Business Week" bestseller lists.
company too much, too much product on the market is also too much noise. The easiest way to enter people's minds is to become the first. If you can not be first, you have to win first product, politicians or people to position themselves.
in 1950 to Al Ries graduated from Depauw University, he entered the General Electric Company, New York office of advertising and sales departments World pipe network reported that the world's steel pipe network to provide the world's steel pipe network editor .
many people have misunderstood the role of communication in today's business and political. Spread over society, the exchange is in fact rarely happens.