Al Ries

Al Ries (1926-2022) was a prominent American marketing consultant, author, and co-founder of the consulting firm Ries & Ries, based in Atlanta, Georgia. He is best known as the Pioneer of Positioning, a concept that revolutionized marketing by emphasizing the importance of establishing a unique position in the consumer's mind. This idea was first articulated in a series of influential articles he co-authored with Jack Trout in 1972, which later culminated in the bestselling book Positioning: The Battle for Your Mind, published in 1981.12

Early Life and Education

Born on November 14, 1926, in Indianapolis, Indiana, Ries graduated from DePauw University with a degree in mathematics in 1950. He began his career in advertising at General Electric before founding his own agency, Ries Cappiello Colwell, in New York City in 1961.2

Career Highlights

Ries's career was marked by several significant milestones:

• Founding of RIES: In 1963, he established RIES | Positioning Strategy & Consulting, which became known for its innovative approaches to brand positioning.3
• Influential Publications: He authored or co-authored 12 books on marketing, including Marketing Warfare, Focus, and The 22 Immutable Laws of Branding.12
• Consulting for Major Brands: Throughout his career, he provided consulting services to numerous high-profile companies such as Apple, Disney, and Microsoft.1
• Recognition: In 2016, he was inducted into the American Marketing Association's Marketing Hall of Fame and was named one of the most influential PR people of the 20th century by PR Week magazine.12

Legacy

Al Ries passed away on October 7, 2022, but his legacy continues through RIES under the leadership of his daughter, Laura Ries. His principles of positioning remain relevant in today's marketing landscape, especially as brands navigate an increasingly cluttered communication environment.13