RIES is Positioning.
RIES is Positioning.
RIES is Positioning.
We didn't just popularize the term—we defined the strategy.
RIES works with entrepreneurs and company leaders to use positioning strategy to build dominant brands and create new categories.
Want positioning that wins minds, there is only one RIES.
We didn't just popularize the term—we defined the strategy.
RIES works with entrepreneurs and company leaders to use positioning strategy to build dominant brands and create new categories.
Want positioning that wins minds, there is only one RIES.
We didn't just popularize the term—we defined the strategy.
RIES works with entrepreneurs and company leaders to use positioning strategy to build dominant brands and create new categories.
Want positioning that wins minds, there is only one RIES.
Positioning Clients Like:
"The next breakthrough in Positioning thinking.
Laura Ries simplifies, amplifies and challenges us to get serious about what we stand for."
Seth Godin
Author, This is Marketing
The latest book from bestselling author Laura Ries
The Strategic Enemy
How to Build and Position a Brand Worth Fighting For
Discover Laura Ries’s newest book, The Strategic Enemy, a powerful guide to building a brand worth fighting for by focusing on what truly sets you apart. Learn how the world’s most energetic brands use a clear enemy, sharp positioning, and a visual hammer to capture attention and win in the marketplace.
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, the consulting firm founded by her late father Al Ries, the pioneer of positioning.
RIES consults with companies around the world on positioning strategy and Laura has traveled to over 60 countries to work with clients and to teach the fundamental principles of brand building. If you need help with positioning you need to call us.
For over three decades, Laura has run RIES, the consulting firm founded by her late father Al Ries, the pioneer of positioning.
RIES consults with companies around the world on positioning strategy and Laura has traveled to over 60 countries to work with clients and to teach the fundamental principles of brand building. If you need help with positioning you need to call us.
For over three decades, Laura has run RIES, the 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. If you need help with positioning you need to call us.
Why RIES is Different
We are the pioneers of positioning, our principles and expertise across categories and countries is unmatched.
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69.342 41.389 69.355 41.402 C 69.809 41.857 70.359 42.033 70.844 42.19 Z M 35.824 1.608 L 40.292 1.608 C 40.736 1.608 41.096 1.248 41.096 0.804 C 41.096 0.36 40.736 0 40.292 0 L 35.824 0 C 35.38 0 35.02 0.36 35.02 0.804 C 35.02 1.248 35.38 1.608 35.824 1.608 Z M 40.292 7.537 C 40.736 7.537 41.096 7.177 41.096 6.732 C 41.096 6.288 40.736 5.928 40.292 5.928 L 35.824 5.928 C 35.38 5.928 35.02 6.288 35.02 6.732 C 35.02 7.177 35.38 7.537 35.824 7.537 Z M 4.47 21.653 C 2.001 21.653 0 25.819 0 30.958 C 0 36.097 2.002 40.263 4.47 40.263 C 6.938 40.263 8.94 36.097 8.94 30.958 C 8.94 25.819 6.938 21.653 4.47 21.653 Z M 22.807 21.653 C 20.338 21.653 18.337 25.819 18.337 30.958 C 18.337 36.097 20.339 40.263 22.807 40.263 C 25.275 40.263 27.277 36.097 27.277 30.958 C 27.277 25.819 25.275 21.653 22.807 21.653 Z" fill="rgb(233, 29, 37)" height="56.08423634689734px" id="HcY7ADxLH" transform="translate(16.844 26.776)" width="74.34672065782419px"/></g></svg>)
Principles
Understanding the why is as important as the what.
Understanding the why is as important as the what.
Understanding the why is as important as the what.
Strategy
We lead your team to develop the positioning stategy.
We lead your team to develop the positioning stategy.
We lead your team to develop the positioning stategy.
Courage
A strategy is nothing if your team isn’t sold on it.
A strategy is nothing if your team isn’t sold on it.
A strategy is nothing if your team isn’t sold on it.
What We Do
We help you define, create, and dominate your category using timeless positioning principles.
Positioning Strategy
We craft a clear, differentiated position in the mind of your customer.
Positioning Strategy
We craft a clear, differentiated position in the mind of your customer.
Positioning Strategy
We craft a clear, differentiated position in the mind of your customer.
Positioning Strategy
We craft a clear, differentiated position in the mind of your customer.
Strategic Enemy
We identify your strategic enemy to clarify your position and rally customers to your cause.
Strategic Enemy
We identify your strategic enemy to clarify your position and rally customers to your cause.
Strategic Enemy
We identify your strategic enemy to clarify your position and rally customers to your cause.
Strategic Enemy
We identify your strategic enemy to clarify your position and rally customers to your cause.
Category Creation
We help you define and name the category you successfully can position yourself in.
Category Creation
We help you define and name the category you successfully can position yourself in.
Category Creation
We help you define and name the category you successfully can position yourself in.
Category Creation
We help you define and name the category you successfully can position yourself in.
Brand Focus
Want to get rid of the clutter? We help simplify, sharpen, and strengthen your brand.
Brand Focus
Want to get rid of the clutter? We help simplify, sharpen, and strengthen your brand.
Brand Focus
Want to get rid of the clutter? We help simplify, sharpen, and strengthen your brand.
Brand Focus
Want to get rid of the clutter? We help simplify, sharpen, and strengthen your brand.
Naming & Verbal Identity
We create short, sharp, and memorable names that stick in the mind.
Naming & Verbal Identity
We create short, sharp, and memorable names that stick in the mind.
Naming & Verbal Identity
We create short, sharp, and memorable names that stick in the mind.
Naming & Verbal Identity
We create short, sharp, and memorable names that stick in the mind.
Visual Hammer Development
We find and help create a visual that makes your positioning unforgettable.
Visual Hammer Development
We find and help create a visual that makes your positioning unforgettable.
Visual Hammer Development
We find and help create a visual that makes your positioning unforgettable.
Visual Hammer Development
We find and help create a visual that makes your positioning unforgettable.
Need Positioning? The Hotline is Open!
Need Positioning? The Hotline is Open!
Books by RIES: The Foundation of Modern Marketing.
Books by RIES: The Foundation of Modern Marketing.
Books by RIES: The Foundation of Modern Marketing.
These books lay out the core principles that guide our work—from creating a category to launching with PR to using visuals and words that stick. Written by Al and Laura Ries, they’ve become essential reading for marketers, strategists, and brand leaders around the world.
The Strategic Enemy in Conversation
The Strategic Enemy in Conversation
Discover Laura’s latest podcast appearances, where she brings positioning principles to life through real-world stories.
Discover Laura’s latest podcast appearances, where she brings positioning principles to life through real-world stories.
Banking Transformed
Build a Bank Brand Worth Fighting For
Laura Ries with Jim Marous
Listen Now
→
A Change of Brand
The Jaguar Rebrand Disaster
Laura Ries with Matchstic
Listen Now
→
Follow Your Different
Part 1
The Enduring Power of Positioning
Laura Ries with Christopher Lochhead
Listen Now
→
Duct Tape Marketing
The Secret Weapon of Great Brands
Laura Ries with John Janitsch
Listen Now
→
Negotiate Anything
Stop Playing Nice: Make an Enemy, Build a Brand
Laura Ries with Kwame Christian
Listen Now
→
Trend Following
Laura Ries on Trend Following Radio
Laura Ries with Michael Covel
Listen Now
→
Business School Without the BS
Branding Brilliance
Laura Ries with Clay Clark
Listen Now
→
Banking Transformed
Build a Bank Brand Worth Fighting For
Laura Ries with Jim Marous
Listen Now
→
A Change of Brand
The Jaguar Rebrand Disaster
Laura Ries with Matchstic
Listen Now
→
Follow Your Different
Part 1
The Enduring Power of Positioning
Laura Ries with Christopher Lochhead
Listen Now
→
Duct Tape Marketing
The Secret Weapon of Great Brands
Laura Ries with John Janitsch
Listen Now
→
Negotiate Anything
Stop Playing Nice: Make an Enemy, Build a Brand
Laura Ries with Kwame Christian
Listen Now
→
Trend Following
Laura Ries on Trend Following Radio
Laura Ries with Michael Covel
Listen Now
→
Business School Without the BS
Branding Brilliance
Laura Ries with Clay Clark
Listen Now
→
Banking Transformed
Build a Bank Brand Worth Fighting For
Laura Ries with Jim Marous
Listen Now
→
A Change of Brand
The Jaguar Rebrand Disaster
Laura Ries with Matchstic
Listen Now
→
Follow Your Different
Part 1
The Enduring Power of Positioning
Laura Ries with Christopher Lochhead
Listen Now
→
Duct Tape Marketing
The Secret Weapon of Great Brands
Laura Ries with John Janitsch
Listen Now
→
Negotiate Anything
Stop Playing Nice: Make an Enemy, Build a Brand
Laura Ries with Kwame Christian
Listen Now
→
Trend Following
Laura Ries on Trend Following Radio
Laura Ries with Michael Covel
Listen Now
→
Business School Without the BS
Branding Brilliance
Laura Ries with Clay Clark
Listen Now
→
Banking Transformed
Build a Bank Brand Worth Fighting For
Laura Ries with Jim Marous
Listen Now
→
A Change of Brand
The Jaguar Rebrand Disaster
Laura Ries with Matchstic
Listen Now
→
Follow Your Different
Part 1
The Enduring Power of Positioning
Laura Ries with Christopher Lochhead
Listen Now
→
Duct Tape Marketing
The Secret Weapon of Great Brands
Laura Ries with John Janitsch
Listen Now
→
Negotiate Anything
Stop Playing Nice: Make an Enemy, Build a Brand
Laura Ries with Kwame Christian
Listen Now
→
Trend Following
Laura Ries on Trend Following Radio
Laura Ries with Michael Covel
Listen Now
→
Business School Without the BS
Branding Brilliance
Laura Ries with Clay Clark
Listen Now
→
Banking Transformed
Build a Bank Brand Worth Fighting For
Laura Ries with Jim Marous
Listen Now
→
A Change of Brand
The Jaguar Rebrand Disaster
Laura Ries with Matchstic
Listen Now
→
Follow Your Different
Part 1
The Enduring Power of Positioning
Laura Ries with Christopher Lochhead
Listen Now
→
Duct Tape Marketing
The Secret Weapon of Great Brands
Laura Ries with John Janitsch
Listen Now
→
Negotiate Anything
Stop Playing Nice: Make an Enemy, Build a Brand
Laura Ries with Kwame Christian
Listen Now
→
Trend Following
Laura Ries on Trend Following Radio
Laura Ries with Michael Covel
Listen Now
→
Business School Without the BS
Branding Brilliance
Branding Brilliance
Listen Now
→
Banking Transformed
Build a Bank Brand Worth Fighting For
Laura Ries with Jim Marous
Listen Now
→
A Change of Brand
The Jaguar Rebrand Disaster
Laura Ries with Matchstic
Listen Now
→
Follow Your Different
Part 1
The Enduring Power of Positioning
Laura Ries with Christopher Lochhead
Listen Now
→
Duct Tape Marketing
The Secret Weapon of Great Brands
Laura Ries with John Janitsch
Listen Now
→
Negotiate Anything
Stop Playing Nice: Make an Enemy, Build a Brand
Laura Ries with Kwame Christian
Listen Now
→
Trend Following
Laura Ries on Trend Following Radio
Laura Ries with Michael Covel
Listen Now
→
Business School Without the BS
Branding Brilliance
Branding Brilliance
Listen Now
→
Banking Transformed
Build a Bank Brand Worth Fighting For
Laura Ries with Jim Marous
Listen Now
→
A Change of Brand
The Jaguar Rebrand Disaster
Laura Ries with Matchstic
Listen Now
→
Follow Your Different
Part 1
The Enduring Power of Positioning
Laura Ries with Christopher Lochhead
Listen Now
→
Duct Tape Marketing
The Secret Weapon of Great Brands
Laura Ries with John Janitsch
Listen Now
→
Negotiate Anything
Stop Playing Nice: Make an Enemy, Build a Brand
Laura Ries with Kwame Christian
Listen Now
→
Trend Following
Laura Ries on Trend Following Radio
Laura Ries with Michael Covel
Listen Now
→
Business School Without the BS
Branding Brilliance
Branding Brilliance
Listen Now
→
Banking Transformed
Build a Bank Brand Worth Fighting For
Laura Ries with Jim Marous
Listen Now
→
A Change of Brand
The Jaguar Rebrand Disaster
Laura Ries with Matchstic
Listen Now
→
Follow Your Different
Part 1
The Enduring Power of Positioning
Laura Ries with Christopher Lochhead
Listen Now
→
Duct Tape Marketing
The Secret Weapon of Great Brands
Laura Ries with John Janitsch
Listen Now
→
Negotiate Anything
Stop Playing Nice: Make an Enemy, Build a Brand
Laura Ries with Kwame Christian
Listen Now
→
Trend Following
Laura Ries on Trend Following Radio
Laura Ries with Michael Covel
Listen Now
→
Business School Without the BS
Branding Brilliance
Branding Brilliance
Listen Now
→
Banking Transformed
Build a Bank Brand Worth Fighting For
Laura Ries with Jim Marous
Listen Now
→
A Change of Brand
The Jaguar Rebrand Disaster
Laura Ries with Matchstic
Listen Now
→
Follow Your Different
Part 1
The Enduring Power of Positioning
Laura Ries with Christopher Lochhead
Listen Now
→
Duct Tape Marketing
The Secret Weapon of Great Brands
Laura Ries with John Janitsch
Listen Now
→
Negotiate Anything
Stop Playing Nice: Make an Enemy, Build a Brand
Laura Ries with Kwame Christian
Listen Now
→
Trend Following
Laura Ries on Trend Following Radio
Laura Ries with Michael Covel
Listen Now
→
Business School Without the BS
Branding Brilliance
Branding Brilliance
Listen Now
→
Banking Transformed
Build a Bank Brand Worth Fighting For
Laura Ries with Jim Marous
Listen Now
→
A Change of Brand
The Jaguar Rebrand Disaster
Laura Ries with Matchstic
Listen Now
→
Follow Your Different
Part 1
The Enduring Power of Positioning
Laura Ries with Christopher Lochhead
Listen Now
→
Duct Tape Marketing
The Secret Weapon of Great Brands
Laura Ries with John Janitsch
Listen Now
→
Negotiate Anything
Stop Playing Nice: Make an Enemy, Build a Brand
Laura Ries with Kwame Christian
Listen Now
→
Trend Following
Laura Ries on Trend Following Radio
Laura Ries with Michael Covel
Listen Now
→
Business School Without the BS
Branding Brilliance
Branding Brilliance
Listen Now
→
Banking Transformed
Build a Bank Brand Worth Fighting For
Laura Ries with Jim Marous
Listen Now
→
A Change of Brand
The Jaguar Rebrand Disaster
Laura Ries with Matchstic
Listen Now
→
Follow Your Different
Part 1
The Enduring Power of Positioning
Laura Ries with Christopher Lochhead
Listen Now
→
Duct Tape Marketing
The Secret Weapon of Great Brands
Laura Ries with John Janitsch
Listen Now
→
Negotiate Anything
Stop Playing Nice: Make an Enemy, Build a Brand
Laura Ries with Kwame Christian
Listen Now
→
Trend Following
Laura Ries on Trend Following Radio
Laura Ries with Michael Covel
Listen Now
→
Business School Without the BS
Branding Brilliance
Branding Brilliance
Listen Now
→
Banking Transformed
Build a Bank Brand Worth Fighting For
Laura Ries with Jim Marous
Listen Now
→
A Change of Brand
The Jaguar Rebrand Disaster
Laura Ries with Matchstic
Listen Now
→
Follow Your Different
Part 1
The Enduring Power of Positioning
Laura Ries with Christopher Lochhead
Listen Now
→
Duct Tape Marketing
The Secret Weapon of Great Brands
Laura Ries with John Janitsch
Listen Now
→
Negotiate Anything
Stop Playing Nice: Make an Enemy, Build a Brand
Laura Ries with Kwame Christian
Listen Now
→
Trend Following
Laura Ries on Trend Following Radio
Laura Ries with Michael Covel
Listen Now
→
Business School Without the BS
Branding Brilliance
Branding Brilliance
Listen Now
→
Banking Transformed
Build a Bank Brand Worth Fighting For
Laura Ries with Jim Marous
Listen Now
→
A Change of Brand
The Jaguar Rebrand Disaster
Laura Ries with Matchstic
Listen Now
→
Follow Your Different
Part 1
The Enduring Power of Positioning
Laura Ries with Christopher Lochhead
Listen Now
→
Duct Tape Marketing
The Secret Weapon of Great Brands
Laura Ries with John Janitsch
Listen Now
→
Negotiate Anything
Stop Playing Nice: Make an Enemy, Build a Brand
Laura Ries with Kwame Christian
Listen Now
→
Trend Following
Laura Ries on Trend Following Radio
Laura Ries with Michael Covel
Listen Now
→
Business School Without the BS
Branding Brilliance
Laura Ries with Clay Clark
Listen Now
→
Banking Transformed
Build a Bank Brand Worth Fighting For
Laura Ries with Jim Marous
Listen Now
→
A Change of Brand
The Jaguar Rebrand Disaster
Laura Ries with Matchstic
Listen Now
→
Follow Your Different
Part 1
The Enduring Power of Positioning
Laura Ries with Christopher Lochhead
Listen Now
→
Duct Tape Marketing
The Secret Weapon of Great Brands
Laura Ries with John Janitsch
Listen Now
→
Negotiate Anything
Stop Playing Nice: Make an Enemy, Build a Brand
Laura Ries with Kwame Christian
Listen Now
→
Trend Following
Laura Ries on Trend Following Radio
Laura Ries with Michael Covel
Listen Now
→
Business School Without the BS
Branding Brilliance
Laura Ries with Clay Clark
Listen Now
→
Banking Transformed
Build a Bank Brand Worth Fighting For
Laura Ries with Jim Marous
Listen Now
→
A Change of Brand
The Jaguar Rebrand Disaster
Laura Ries with Matchstic
Listen Now
→
Follow Your Different
Part 1
The Enduring Power of Positioning
Laura Ries with Christopher Lochhead
Listen Now
→
Duct Tape Marketing
The Secret Weapon of Great Brands
Laura Ries with John Janitsch
Listen Now
→
Negotiate Anything
Stop Playing Nice: Make an Enemy, Build a Brand
Laura Ries with Kwame Christian
Listen Now
→
Trend Following
Laura Ries on Trend Following Radio
Laura Ries with Michael Covel
Listen Now
→
Business School Without the BS
Branding Brilliance
Laura Ries with Clay Clark
Listen Now
→
Banking Transformed
Build a Bank Brand Worth Fighting For
Laura Ries with Jim Marous
Listen Now
→
A Change of Brand
The Jaguar Rebrand Disaster
Laura Ries with Matchstic
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Follow Your Different
Part 1
The Enduring Power of Positioning
Laura Ries with Christopher Lochhead
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Duct Tape Marketing
The Secret Weapon of Great Brands
Laura Ries with John Janitsch
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Negotiate Anything
Stop Playing Nice: Make an Enemy, Build a Brand
Laura Ries with Kwame Christian
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Trend Following
Laura Ries on Trend Following Radio
Laura Ries with Michael Covel
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Business School Without the BS
Branding Brilliance
Laura Ries with Clay Clark
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Get the latest Positioning insights.
The Pioneers of Positioning welcome you into our club. Sharing all the tools in the RIES Positioning Toolbox to help you build a brand worth fighting for.
Get the latest Positioning insights.
The Pioneers of Positioning welcome you into our club. Sharing all the tools in the RIES Positioning Toolbox to help you build a brand worth fighting for.
Get the latest Positioning insights.
The Pioneers of Positioning welcome you into our club. Sharing all the tools in the RIES Positioning Toolbox to help you build a brand worth fighting for.
Get the latest Positioning insights.
The Pioneers of Positioning welcome you into our club. Sharing all the tools in the RIES Positioning Toolbox to help you build a brand worth fighting for.
RIES. Positioning Pioneers.
Ries © 2025
RIES. Positioning Pioneers.
Ries © 2025
RIES. Positioning Pioneers.
Ries © 2025
RIES. Positioning Pioneers.
Ries © 2025