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AL RIES
“ONE OF THE GREATEST MARKETING EXPERTS OF OUR TIME”
Al Ries, the marketing expert who transformed the industry by pioneering the concept of “positioning” nearly 20 years ago, now brings us The Fall of Advertising and Rise of PR. Ries joins his daughter and consulting partner Laura Ries on The Fall of Advertising and Rise of PR in contending that public relations quietly has become the most powerful marketing-services discipline. The Rieses still see a role for advertising, but primarily as a defense mechanism for established brands and products, not as a builder of new ones. Public relations - specifically publicity and the resulting word of mouth - is what really build new brands, they maintain.
Previously, Ries co-authored the best-sellers Positioning, Marketing Warfare, Bottom-Up Marketing and The 22 Immutable Laws of Marketing, and penned the best-selling book, Focus: The Future of Your Company Depends On It. Ries’ legendary career includes more than 40 years of experience working with top companies, with 20 years as head of his own advertising firm. Ries recently completed a new book, with his daughter Laura entitled The 11 Immutable Laws of Internet Branding. The ground-breaking book is the result of their hands-on work with large and small companies, as well as, Internet start-ups and established Internet companies.
With razor-sharp insight, Ries identifies the laws that can make the difference between success and failure for today’s companies. Using examples which range from CNN to Starbucks, he distills complex strategies into quick and easily understood principals for any audience. He explains that the goal of marketing – and of an entire company – should be to build a powerful brand identity in consumers’ minds. Ries argues that without a powerful brand, no amount of advertising, fancy packaging, promotion or public relations will make a company successful.
Ries currently works with Laura Ries at their Atlanta-based strategy consulting firm, dubbed Ries & Ries. In this capacity, Ries has researched the successes and failures of aspiring market leaders around the country. Over and over, the duo have found that without a clear internal focus on what a company is and does, it cannot become a market leader.
In addition to providing everyone who attends with new ideas and strategic directions to consider, Ries’ entertaining presentations will give all attendees a laugh. Dedicated to giving each audience the tools they will need for their industry, Ries custom tailors every presentation. Ries is arguably one of the greatest marketing experts of our time.
