“al ries”

Everyone knows that building your product or service into a bona fide brand is the only way to stand out in today's insanely crowded marketplace. The only question is how do you do it?This is the definitive text on branding, distilling complex theories and principles behind this key marketing term i... More

What's the secret to a company's continued growth and prosperity? Internationally known marketing expert Al Ries has the answer: focus. His commonsense approach to business management is founded on the premise that long-lasting success depends on focusing on core products and eschewing the temptatio... More

The bestselling authors of "The Fall of Advertising and the Rise of PR" return with a revealing look at the process of brand building.What Charles Darwin did for biology, Al and Laura Ries do for branding. In their exciting new book, "The Origin of Brands," the Rieses take Darwin's revolutionary ide... More

Ries and Trout share their rules for certain successes in the world of marketing. Combining a wide-ranging historical overview with a keen eye for the future, the authors bring to light 22 superlative tools and innovative techniques for the international marketplace.... More

Table of contents Chapter 1: What Positioning is All About. Chapter 2: The Assault on the Mind. Chapter 3: Getting Into the Mind. Chapter 4: Those Little Ladders in Your Head. Chapter 5: You Can't get There from Here. Chapter 6: Positioning of a Leader. Chapter 7: Positioning of a Fol... More

To triumph over the competition, it is not enough to target customers. Marketers must take aim at their competitors- and be prepared to defend their own turf from would-be attackers at all times. This indispensable guide, Marketing Warfare gives smart fighters the best tactics- defensive, offensive... More

Two marketing gurus reveal a new development in marketing: today's brands are built with publicity, not advertising. This book shows why advertising fails to establish credibility while good PR succeeds, and why advertising should only be used to maintain brands once they have been established--by p... More

Smart and accessible, "The Laws of Branding" is the definitive text on branding, pairing anecdotes from some of the best brands in the world, like Rolex, Volvo, and Heineken with the signature savvy of marketing gurus Al and Laura Ries, making this the essential primer on building a category-dominat... More