RIES popularized positioning with Positioning: The Battle for Your Mind.
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The leading authority in brand positioning.
The leading authority in brand positioning.
The leading authority in brand positioning.
For over 30 years, Laura Ries has led brands to clarity and focus. RIES uses proven positioning strategies to help you stand out in the minds of your customers.
For over 30 years, Laura Ries has led brands to clarity and focus. RIES uses proven positioning strategies to help you stand out in the minds of your customers.
For over 30 years, Laura Ries has led brands to clarity and focus. RIES uses proven positioning strategies to help you stand out in the minds of your customers.
The History of RIES is the History of Positioning.
From launching the concept in the early 1970s to helping brands around the world apply it today, our firm has shaped the way marketers think—and how brands win. Explore the milestones that built a discipline and defined an industry.
1963
Ries, Cappello, Coldwell is formed in New York City.
1966
RCC's Rational Approach to advertising.
1967
Al develops the concept of "The Rock", the original name of positioning.
1968
RCC celebrates their 15th anniversary.
1972
Advertising Age publishes seminal 3-part series for positioning.
1972
The articles in Ad Age spark a huge debate on creativity vs. positioning.
1974
Positioning takes Madison Avenue by storm.
1975
RRC adds positioning strategy projects.
1977
Al becomes a sought-after speaker and industry commentator.
1981
Positioning is published by McGraw Hill.
1984
The agency runs full-page NYT's ads citing the dangers of line-extension.
1986
Marketing Warfare is published.
1989
Bottom-Up Marketing is published.
1989
The ad agency is shut down and Al & Jack focus on consulting.
1991
Horse Sense is published.
1963
Ries, Cappello, Coldwell is formed in New York City.
1966
RCC's Rational Approach to advertising.
1967
Al develops the concept of "The Rock", the original name of positioning.
1968
RCC celebrates their 15th anniversary.
1972
Advertising Age publishes seminal 3-part series for positioning.
1972
The articles in Ad Age spark a huge debate on creativity vs. positioning.
1974
Positioning takes Madison Avenue by storm.
1975
RRC adds positioning strategy projects.
1977
Al becomes a sought-after speaker and industry commentator.
1981
Positioning is published by McGraw Hill.
1984
The agency runs full-page NYT's ads citing the dangers of line-extension.
1986
Marketing Warfare is published.
1989
Bottom-Up Marketing is published.
1989
The ad agency is shut down and Al & Jack focus on consulting.
1991
Horse Sense is published.
1963
Ries, Cappello, Coldwell is formed in New York City.
1966
RCC's Rational Approach to advertising.
1967
Al develops the concept of "The Rock", the original name of positioning.
1968
RCC celebrates their 15th anniversary.
1972
Advertising Age publishes seminal 3-part series for positioning.
1972
The articles in Ad Age spark a huge debate on creativity vs. positioning.
1974
Positioning takes Madison Avenue by storm.
1975
RRC adds positioning strategy projects.
1977
Al becomes a sought-after speaker and industry commentator.
1981
Positioning is published by McGraw Hill.
1984
The agency runs full-page NYT's ads citing the dangers of line-extension.
1986
Marketing Warfare is published.
1989
Bottom-Up Marketing is published.
1989
The ad agency is shut down and Al & Jack focus on consulting.
1991
Horse Sense is published.
1963
Ries, Cappello, Coldwell is formed in New York City.
1966
RCC's Rational Approach to advertising.
1967
Al develops the concept of "The Rock", the original name of positioning.
1968
RCC celebrates their 15th anniversary.
1972
Advertising Age publishes seminal 3-part series for positioning.
1972
The articles in Ad Age spark a huge debate on creativity vs. positioning.
1974
Positioning takes Madison Avenue by storm.
1975
RRC adds positioning strategy projects.
1977
Al becomes a sought-after speaker and industry commentator.
1981
Positioning is published by McGraw Hill.
1984
The agency runs full-page NYT's ads citing the dangers of line-extension.
1986
Marketing Warfare is published.
1989
Bottom-Up Marketing is published.
1989
The ad agency is shut down and Al & Jack focus on consulting.
1991
Horse Sense is published.
Al Ries
Al Ries
Al Ries
The Father of Positioning (1926-2022)
The Father of Positioning (1926-2022)
Al Ries was a pioneering marketing strategist, co-author of Positioning: The Battle for Your Mind, and the father of brand positioning as we know it. He co-founded the firm that would become RIES and spent decades shaping the field alongside his daughter and partner, Laura Ries.
Al Ries was a pioneering marketing strategist, co-author of Positioning: The Battle for Your Mind, and the father of brand positioning as we know it. He co-founded the firm that would become RIES and spent decades shaping the field alongside his daughter and partner, Laura Ries.
For over three decades, Laura has run RIES, a consulting firm founded with her late father Al Ries, the pioneer of positioning.
RIES consults with companies around the world on positions strategy and Laura has traveled to over 60 countries to work with clients and to teach the fundamental principles of brand building. Laura is also is a frequent marketing analyst on major news programs.
Our Team
Laura Ries
Laura Ries
Laura Ries
Leading positioning strategist and bestselling author
Leading positioning strategist and bestselling author
For over three decades, Laura has run RIES, a consulting firm founded by her late father Al Ries, the pioneer of positioning.
RIES consults with companies around the world on positions strategy and Laura has traveled to over 60 countries to work with clients and to teach the fundamental principles of brand building. Laura is also is a frequent marketing analyst on major news programs.
For over three decades, Laura has run RIES, a consulting firm founded by her late father Al Ries, the pioneer of positioning.
RIES consults with companies around the world on positions strategy and Laura has traveled to over 60 countries to work with clients and to teach the fundamental principles of brand building. Laura is also is a frequent marketing analyst on major news programs.
For over three decades, Laura has run RIES, a consulting firm founded with her late father Al Ries, the pioneer of positioning.
RIES consults with companies around the world on positions strategy and Laura has traveled to over 60 countries to work with clients and to teach the fundamental principles of brand building. Laura is also is a frequent marketing analyst on major news programs.
Simon Zhang
CEO Shanghai, China
Simon Zhang
CEO Shanghai, China
Simon Zhang
CEO Shanghai, China
Simon Zhang
CEO Shanghai, China
Michael Brandtner
Lead Partner Austria, Europe
Michael Brandtner
Lead Partner Austria, Europe
Michael Brandtner
Lead Partner Austria, Europe
Michael Brandtner
Lead Partner Austria, Europe
Jens Hansen
Lead Partner Sweden, Europe
Jens Hansen
Lead Partner Sweden, Europe
Jens Hansen
Lead Partner Sweden, Europe
Jens Hansen
Lead Partner Sweden, Europe
Raul Del Rio
Lead Partner Spain, Europe
Raul Del Rio
Lead Partner Spain, Europe
Raul Del Rio
Lead Partner Spain, Europe
Raul Del Rio
Lead Partner Spain, Europe
Martin Delaney
United Kingdom
Martin Delaney
United Kingdom
Martin Delaney
United Kingdom
Martin Delaney
United Kingdom
Thiago la Torre
Brasil
Thiago la Torre
Brasil
Thiago la Torre
Brasil
Thiago la Torre
Brasil
Meltem Heper
Turkey
Meltem Heper
Turkey
Meltem Heper
Turkey
Meltem Heper
Turkey
Behrooz Lotfian
Portugal
Behrooz Lotfian
Portugal
Behrooz Lotfian
Portugal
Behrooz Lotfian
Portugal
Alan He
Partner Shanghai, China
Alan He
Partner Shanghai, China
Alan He
Partner Shanghai, China
Alan He
Partner Shanghai, China
Elsie Chen
Head of Marketing & Communications Shanghai, China
Elsie Chen
Head of Marketing & Communications Shanghai, China
Elsie Chen
Head of Marketing & Communications Shanghai, China
Elsie Chen
Head of Marketing & Communications Shanghai, China
Sophie Shao
GM Secretary Shanghai, China
Sophie Shao
GM Secretary Shanghai, China
Sophie Shao
GM Secretary Shanghai, China
Sophie Shao
GM Secretary Shanghai, China
Bruce Wen
Senior Consultant Shanghai, China
Bruce Wen
Senior Consultant Shanghai, China
Bruce Wen
Senior Consultant Shanghai, China
Bruce Wen
Senior Consultant Shanghai, China
RIES China
RIES China
RIES China
The RIES team in Shanghai brings RIES's positioning methods to the Chinese market, helping brands across Asia achieve clarity and distinction.
The RIES team in Shanghai brings RIES's positioning methods to the Chinese market, helping brands across Asia achieve clarity and distinction.
The RIES team in Shanghai brings RIES's positioning methods to the Chinese market, helping brands across Asia achieve clarity and distinction.
RIES. Positioning Pioneers.
Ries © 2025
RIES. Positioning Pioneers.
Ries © 2025
RIES. Positioning Pioneers.
Ries © 2025
RIES. Positioning Pioneers.
Ries © 2025