Al Ries

Al Ries was an influential American marketing professional and author who fundamentally changed modern advertising and brand strategy. He is best known for co-creating the concept of “positioning,” a revolutionary framework that shifted marketing focus away from simply describing a product to securing a distinct, advantageous place in the consumer’s mind.

After graduating from DePauw University with a degree in liberal arts, Ries served in the United States Army before entering the advertising department at General Electric. In 1963, he founded his own advertising agency in New York City, eventually partnering with Jack Trout. Together, they developed strategies to help brands cut through the noise of an increasingly over-communicated society.

In 1981, Ries and Trout published the groundbreaking classic Positioning: The Battle for Your Mind, which became an international bestseller and a foundational text for marketing students and executives worldwide. Ries advocated for narrow focus and absolute clarity in brand messaging. Over his long career, he continued to shape corporate strategy through his consulting firm and authored several other significant business books, including The 22 Immutable Laws of Marketing and Focus: The Future of Your Company Depends on It.