Al Ries
Al Ries was a pioneering marketing strategist and author known for co-developing the concept of positioning in branding. Alongside Jack Trout, he co-authored The 22 Immutable Laws of Marketing, a foundational text that emphasizes simplicity, focus, and perception over product features. Ries argued that successful marketing is about owning a specific idea in the customer’s mind. He founded Ries & Ries, a consulting firm he later ran with his daughter Laura Ries, promoting marketing strategies for major global brands. His work has had a lasting influence on advertising, brand strategy, and competitive positioning in modern marketing.
This marketing classic distills decades of experience into 22 concise rules for building and maintaining strong brands. Al Ries and Jack Trout argue that marketing success comes from perception, not product, and each “law” illustrates a key principle—such as the Law of Leadership, the Law of the Category, and the Law of Focus. The book warns against common marketing pitfalls and emphasizes clarity, consistency, and positioning. Though first published in the 1990s, its ideas remain highly relevant in a crowded, fast-moving marketplace. It’s a sharp, digestible guide for marketers, entrepreneurs, and business owners seeking long-term strategic advantage.