Bestselling authors and world-renowned marketing strategists Al and Laura Ries usher in the new era of public relations.
Today's major brands are born with publicity, not advertising. A closer look at the history of the most successful modern brands shows this to be true. In fact, an astonishing number of brands, including Palm, Starbucks, the Body Shop, Wal-Mart, Red Bull and Zara have been built with virtually no advertising.
Using in-depth case histories of successful PR campaigns coupled with those of unsuccessful advertising campaigns, The Fall of Advertising provides...
Bestselling authors and world-renowned marketing strategists Al and Laura Ries usher in the new era of public relations.
What's the secret to a company's continued growth and prosperity? Internationally known marketing expert Al Ries has the answer: focus. His commonsense approach to business management is founded on the premise that long-lasting success depends on focusing on core products and eschewing the temptation to diversify into unrelated enterprises.
Using real-world examples, Ries shows that in industry after industry, it is the companies that resist diversification, and focus instead on owning a category in consumers' minds, that dominate their markets. He offers solid...
What's the secret to a company's continued growth and prosperity? Internationally known marketing expert Al Ries has the answer: f...
This hands-on guide begins at the point many grant seekers can identify with - rejection. Part One emphasizes how to resubmit unfunded applications to make them more competitive. The material contained in this section is invaluable, especially since funding sources are now limiting the number of times the same application can be resubmitted. Part Two highlights the practical issues of a project after funding has been obtained. The authors provide a map of the people and places that must become part of a researcher's daily and weekly routine, a checklist to aid the newly funded researcher's...
This hands-on guide begins at the point many grant seekers can identify with - rejection. Part One emphasizes how to resubmit unfunded applications to...
There are laws of nature, so why shouldn't there be laws of marketing?
As Al Ries and Jack Trout--the world-renowned marketing consultants and bestselling authors of Positioning--note, you can build an impressive airplane, but it will never leave the ground if you ignore the laws of physics, especially gravity. Why then, they ask, shouldn't there also be laws of marketing that must be followed to launch and maintain winning brands? In The 22 Immutable Laws of Marketing, Ries and Trout offer a compendium of twenty-two innovative rules for understanding and succeeding...
There are laws of nature, so why shouldn't there be laws of marketing?
As Al Ries and Jack Trout--the world-renowned marketing consultants an...
Why are most slogans and taglines ineffective? Because they're just words and a mind cannot understand words. A mind can only understand sounds.
Why do most Americans remember the battlecry of the French Revolution (Liberte, egalite, fraternite) when they cannot remember the battlecry of the American Revolution?
Because the sounds of the words "Liberte, egalite, fraternite" rhyme and that's one of the powerful techniques for creating a memorable slogan. In addition to "rhyme," there are four other techniques outlined in my new book, Battlecry.
(1) Rhyme: "Roto-Rooter, that's the...
Why are most slogans and taglines ineffective? Because they're just words and a mind cannot understand words. A mind can only understand sounds.
