Al Ries, along with Jack Trout, is the father of the theory of Positioning*.
Here he talks about how people perceive categories of products, and how brands relate to that.
*Positioning is explained more fully in their other work. See this review as an example.
Al Ries and Laura Ries’ analysis of what advertising can do in the 2000’s, and what it can’t. Here’s a taster: “The […]
Free download David Ogilvy commissioned and adopted excellent, deatiled, research into the effects of layout and typefaces on comprehension. The research and […]
If there were just one book to read on layout and design, this would be it. Wheildon’s research was commended and relied […]
“Scientific Advertising” by Claude Hopkins is still rated by many greats as the real bible on advertising. This introduction to a 1960’s […]
