Of 56 results for Books: "Al Ries And Jack Trout" . Marketing Warfare 1st (first) Edition by Ries, Al, Trout, Jack published by McGraw-Hill . by Ries, Al. Al Ries, pioneer of Positioning, & his daughter Laura Ries have been working together as marketing consultants for over 20 years. Al Ries is a marketing professional and author. He is also the cofounder and chairman of the Atlanta-based consulting firm Ries & Ries with his partner and daughter, Laura Ries. Along with Jack Trout, Ries is crediting with coining the term "positioning".


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  • Al Ries - Wikipedia
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If a firm does so, then customers will think that the firm is insecure in its position if it must reinforce it by saying so.

If a firm was the first to introduce a product, then the advertising campaign should reinforce this fact.

Product Positioning

Coca-Cola's "the real thing" does just that, and implies that other colas are just imitations. Another strategy that a leader can follow to maintain its position is the multibrand strategy.


This strategy is to introduce multiple brands rather than changing existing ones that hold leadership positions. It often is easier and cheaper to introduce a new brand rather than change the positioning of an existing brand.

Ries & Ries: Positioning Pioneers & Marketing Consultants | About Us

Ries and Trout call this strategy a single-position strategy because each brand occupies a single, unchanging position in the mind of the consumer. Finally, change is inevitable and a leader must be willing to al ries y jack trout change rather than resist it.

When new technology opens al ries y jack trout possibility of a new market that may threaten the existing one, a successful firm should consider entering the new market so that it will have the first-mover advantage in it.

For example, in the past century the New York Central Railroad lost its leadership as air travel became possible. The company might have been able to maintain its leadership position had it used its resources to form an airline division.


Sometimes it is necessary to adopt a broader name in order to adapt to change. For example, Haloid changed its name to Haloid Xerox and later to simply Xerox.

This is a typical pattern of changing Name 1 to an expanded Name 1 - Name 2, and later to just Name 2. Positioning of a Follower Second-place companies often are late al ries y jack trout they have chosen to spend valuable time improving their product before launching it.

Meet the Positioning Pioneers

According to Ries and Trout, it is better to be first and establish leadership. If a product is not going to be first, it then must find an unoccupied position in which it can be first.


At a time when larger cars were popular, Volkswagen introduced the Beetle with the slogan "Think small. Other positions that firms successfully have claimed include: There are too many brands that already have claimed a al ries y jack trout and have become entrenched leaders in their positions.

A product that seeks to be everything to everyone will end up being nothing to everyone.

Repositioning the Competition Sometimes there are no unique positions to carve out. In such cases, Ries and Trout suggest repositioning a competitor by convincing consumers to view the competitor in a different way.

Tylenol successfully repositioned aspirin by running advertisements explaining the negative side effects of aspirin.

A Few Words About Jack Trout and Positioning

Consumers tend to perceive the origin of a product by its name rather than reading the label to find out where it really is made. Such was the case with vodka when most vodka brands sold in the U.

Stolichnaya Russian vodka successfully repositioned its Russian-sounding competitors by exposing the al ries y jack trout that they all actually were made in the U. When Pringle's new-fangled potato chips were introduced, they quickly gained market share.

However, Wise potato chips successfully repositioned Pringle's in the mind of consumers by listing some of Pringle's non-natural ingredients that sounded like harsh chemicals, even though they were not.

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