RIES popularized positioning with Positioning: The Battle for Your Mind.
RIES popularized positioning with Positioning: The Battle for Your Mind.
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 the concept taking off in the 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.
1993
The 22 Immutable Laws of Marketing is published.
1994
Laura joins her father and they rename as Ries & Ries.
1996
Focus is published. A narrow focus is the key to success.
1997
Al & Laura relocate to Atlanta, Georgia.
1998
The 22 Immutable Laws of Branding. An instant classic.
1999
Nothing beats working together.
2000
The 11 Immutable Laws of Internet Branding is published.
2002
The Fall of Advertising & the Rise of PR is published.
2004
The Origin of Brands is published.
2005
AdAge names positioning one of the top 75 ideas of the 20th century.
2007
RIES China is founded by Simon Chuang.
2008
Positioning gains millions of new followers in China.
2009
War in the Boardroom is published.
2009
Readers of AdAge name Positioning the best book ever on marketing.
2010
Laura becomes a sought-after marketing commentator for CNBC, Fox News, CNN.
2012
Laura writes Visual Hammer.
2015
Laura writes Battlecry.
2017
RIES China celebrates its 10th anniversary serving top clients like Great Wall Motors.
2018
Al still speaking around the world at age 92.
2019
Positioning in the 21st Century is published.
2020
Laura completes a speaking tour in Asia just before Covid hits.
2022
Positioning celebrates its 50th anniversary since the AdAge articles.
Oct 2022
Al Ries, father of positioning passes peacefully.
2022
Laura Ries becomes RIES global, chairwoman.
2023
The RIES legacy continues.
2024
12th Anniversary of Visual Hammer.
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.
1993
The 22 Immutable Laws of Marketing is published.
1994
Laura joins her father and they rename as Ries & Ries.
1996
Focus is published. A narrow focus is the key to success.
1997
Al & Laura relocate to Atlanta, Georgia.
1998
The 22 Immutable Laws of Branding. An instant classic.
1999
Nothing beats working together.
2000
The 11 Immutable Laws of Internet Branding is published.
2002
The Fall of Advertising & the Rise of PR is published.
2004
The Origin of Brands is published.
2005
AdAge names positioning one of the top 75 ideas of the 20th century.
2007
RIES China is founded by Simon Chuang.
2008
Positioning gains millions of new followers in China.
2009
War in the Boardroom is published.
2009
Readers of AdAge name Positioning the best book ever on marketing.
2010
Laura becomes a sought-after marketing commentator for CNBC, Fox News, CNN.
2012
Laura writes Visual Hammer.
2015
Laura writes Battlecry.
2017
RIES China celebrates its 10th anniversary serving top clients like Great Wall Motors.
2018
Al still speaking around the world at age 92.
2019
Positioning in the 21st Century is published.
2020
Laura completes a speaking tour in Asia just before Covid hits.
2022
Positioning celebrates its 50th anniversary since the AdAge articles.
Oct 2022
Al Ries, father of positioning passes peacefully.
2022
Laura Ries becomes RIES global, chairwoman.
2023
The RIES legacy continues.
2024
12th Anniversary of Visual Hammer.
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.
1993
The 22 Immutable Laws of Marketing is published.
1994
Laura joins her father and they rename as Ries & Ries.
1996
Focus is published. A narrow focus is the key to success.
1997
Al & Laura relocate to Atlanta, Georgia.
1998
The 22 Immutable Laws of Branding. An instant classic.
1999
Nothing beats working together.
2000
The 11 Immutable Laws of Internet Branding is published.
2002
The Fall of Advertising & the Rise of PR is published.
2004
The Origin of Brands is published.
2005
AdAge names positioning one of the top 75 ideas of the 20th century.
2007
RIES China is founded by Simon Chuang.
2008
Positioning gains millions of new followers in China.
2009
War in the Boardroom is published.
2009
Readers of AdAge name Positioning the best book ever on marketing.
2010
Laura becomes a sought-after marketing commentator for CNBC, Fox News, CNN.
2012
Laura writes Visual Hammer.
2015
Laura writes Battlecry.
2017
RIES China celebrates its 10th anniversary serving top clients like Great Wall Motors.
2018
Al still speaking around the world at age 92.
2019
Positioning in the 21st Century is published.
2020
Laura completes a speaking tour in Asia just before Covid hits.
2022
Positioning celebrates its 50th anniversary since the AdAge articles.
Oct 2022
Al Ries, father of positioning passes peacefully.
2022
Laura Ries becomes RIES global, chairwoman.
2023
The RIES legacy continues.
2024
12th Anniversary of Visual Hammer.
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.
1993
The 22 Immutable Laws of Marketing is published.
1994
Laura joins her father and they rename as Ries & Ries.
1996
Focus is published. A narrow focus is the key to success.
1997
Al & Laura relocate to Atlanta, Georgia.
1998
The 22 Immutable Laws of Branding. An instant classic.
1999
Nothing beats working together.
2000
The 11 Immutable Laws of Internet Branding is published.
2002
The Fall of Advertising & the Rise of PR is published.
2004
The Origin of Brands is published.
2005
AdAge names positioning one of the top 75 ideas of the 20th century.
2007
RIES China is founded by Simon Chuang.
2008
Positioning gains millions of new followers in China.
2009
War in the Boardroom is published.
2009
Readers of AdAge name Positioning the best book ever on marketing.
2010
Laura becomes a sought-after marketing commentator for CNBC, Fox News, CNN.
2012
Laura writes Visual Hammer.
2015
Laura writes Battlecry.
2017
RIES China celebrates its 10th anniversary serving top clients like Great Wall Motors.
2018
Al still speaking around the world at age 92.
2019
Positioning in the 21st Century is published.
2020
Laura completes a speaking tour in Asia just before Covid hits.
2022
Positioning celebrates its 50th anniversary since the AdAge articles.
Oct 2022
Al Ries, father of positioning passes peacefully.
2022
Laura Ries becomes RIES global, chairwoman.
2023
The RIES legacy continues.
2024
12th Anniversary of Visual Hammer.
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.
1993
The 22 Immutable Laws of Marketing is published.
1994
Laura joins her father and they rename as Ries & Ries.
1996
Focus is published. A narrow focus is the key to success.
1997
Al & Laura relocate to Atlanta, Georgia.
1998
The 22 Immutable Laws of Branding. An instant classic.
1999
Nothing beats working together.
2000
The 11 Immutable Laws of Internet Branding is published.
2002
The Fall of Advertising & the Rise of PR is published.
2004
The Origin of Brands is published.
2005
AdAge names positioning one of the top 75 ideas of the 20th century.
2007
RIES China is founded by Simon Chuang.
2008
Positioning gains millions of new followers in China.
2009
War in the Boardroom is published.
2009
Readers of AdAge name Positioning the best book ever on marketing.
2010
Laura becomes a sought-after marketing commentator for CNBC, Fox News, CNN.
2012
Laura writes Visual Hammer.
2015
Laura writes Battlecry.
2017
RIES China celebrates its 10th anniversary serving top clients like Great Wall Motors.
2018
Al still speaking around the world at age 92.
2019
Positioning in the 21st Century is published.
2020
Laura completes a speaking tour in Asia just before Covid hits.
2022
Positioning celebrates its 50th anniversary since the AdAge articles.
Oct 2022
Al Ries, father of positioning passes peacefully.
2022
Laura Ries becomes RIES global, chairwoman.
2023
The RIES legacy continues.
2024
12th Anniversary of Visual Hammer.
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.
1993
The 22 Immutable Laws of Marketing is published.
1994
Laura joins her father and they rename as Ries & Ries.
1996
Focus is published. A narrow focus is the key to success.
1997
Al & Laura relocate to Atlanta, Georgia.
1998
The 22 Immutable Laws of Branding. An instant classic.
1999
Nothing beats working together.
2000
The 11 Immutable Laws of Internet Branding is published.
2002
The Fall of Advertising & the Rise of PR is published.
2004
The Origin of Brands is published.
2005
AdAge names positioning one of the top 75 ideas of the 20th century.
2007
RIES China is founded by Simon Chuang.
2008
Positioning gains millions of new followers in China.
2009
War in the Boardroom is published.
2009
Readers of AdAge name Positioning the best book ever on marketing.
2010
Laura becomes a sought-after marketing commentator for CNBC, Fox News, CNN.
2012
Laura writes Visual Hammer.
2015
Laura writes Battlecry.
2017
RIES China celebrates its 10th anniversary serving top clients like Great Wall Motors.
2018
Al still speaking around the world at age 92.
2019
Positioning in the 21st Century is published.
2020
Laura completes a speaking tour in Asia just before Covid hits.
2022
Positioning celebrates its 50th anniversary since the AdAge articles.
Oct 2022
Al Ries, father of positioning passes peacefully.
2022
Laura Ries becomes RIES global, chairwoman.
2023
The RIES legacy continues.
2024
12th Anniversary of Visual Hammer.
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.
1993
The 22 Immutable Laws of Marketing is published.
1994
Laura joins her father and they rename as Ries & Ries.
1996
Focus is published. A narrow focus is the key to success.
1997
Al & Laura relocate to Atlanta, Georgia.
1998
The 22 Immutable Laws of Branding. An instant classic.
1999
Nothing beats working together.
2000
The 11 Immutable Laws of Internet Branding is published.
2002
The Fall of Advertising & the Rise of PR is published.
2004
The Origin of Brands is published.
2005
AdAge names positioning one of the top 75 ideas of the 20th century.
2007
RIES China is founded by Simon Chuang.
2008
Positioning gains millions of new followers in China.
2009
War in the Boardroom is published.
2009
Readers of AdAge name Positioning the best book ever on marketing.
2010
Laura becomes a sought-after marketing commentator for CNBC, Fox News, CNN.
2012
Laura writes Visual Hammer.
2015
Laura writes Battlecry.
2017
RIES China celebrates its 10th anniversary serving top clients like Great Wall Motors.
2018
Al still speaking around the world at age 92.
2019
Positioning in the 21st Century is published.
2020
Laura completes a speaking tour in Asia just before Covid hits.
2022
Positioning celebrates its 50th anniversary since the AdAge articles.
Oct 2022
Al Ries, father of positioning passes peacefully.
2022
Laura Ries becomes RIES global, chairwoman.
2023
The RIES legacy continues.
2024
12th Anniversary of Visual Hammer.
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.
1993
The 22 Immutable Laws of Marketing is published.
1994
Laura joins her father and they rename as Ries & Ries.
1996
Focus is published. A narrow focus is the key to success.
1997
Al & Laura relocate to Atlanta, Georgia.
1998
The 22 Immutable Laws of Branding. An instant classic.
1999
Nothing beats working together.
2000
The 11 Immutable Laws of Internet Branding is published.
2002
The Fall of Advertising & the Rise of PR is published.
2004
The Origin of Brands is published.
2005
AdAge names positioning one of the top 75 ideas of the 20th century.
2007
RIES China is founded by Simon Chuang.
2008
Positioning gains millions of new followers in China.
2009
War in the Boardroom is published.
2009
Readers of AdAge name Positioning the best book ever on marketing.
2010
Laura becomes a sought-after marketing commentator for CNBC, Fox News, CNN.
2012
Laura writes Visual Hammer.
2015
Laura writes Battlecry.
2017
RIES China celebrates its 10th anniversary serving top clients like Great Wall Motors.
2018
Al still speaking around the world at age 92.
2019
Positioning in the 21st Century is published.
2020
Laura completes a speaking tour in Asia just before Covid hits.
2022
Positioning celebrates its 50th anniversary since the AdAge articles.
Oct 2022
Al Ries, father of positioning passes peacefully.
2022
Laura Ries becomes RIES global, chairwoman.
2023
The RIES legacy continues.
2024
12th Anniversary of Visual Hammer.
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 positioning strategy. Laura has traveled to over 60 countries to work with clients and to teach the fundamental principles of brand building. She is also is a sought after speaker and 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 positioning strategy. Laura has traveled to over 60 countries to work with clients and to teach the fundamental principles of brand building. She is also is a sought after speaker and 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.
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
Bingo Soriano
Philippines
Bingo Soriano
Philippines
Bingo Soriano
Philippines
Bingo Soriano
Philippines
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
Malaysia
Behrooz Lotfian
Malaysia
Behrooz Lotfian
Malaysia
Behrooz Lotfian
Malaysia
Simon Zhang
CEO Shanghai, China
Simon Zhang
CEO Shanghai, China
Simon Zhang
CEO Shanghai, China
Simon Zhang
CEO Shanghai, China
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
Bruce Wen
Senior Consultant Shanghai, China
Bruce Wen
Senior Consultant Shanghai, China
Bruce Wen
Senior Consultant Shanghai, China
Bruce Wen
Senior Consultant 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
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