Al Ries, along with Jack Trout, is the father of the theory of Positioning*. Here he talks about how people perceive categories […]

Free download In 1923 an advertising genius called Claude Hopkins wrote a booklet: ‘Scientific Advertising’. Here’s what Wikipedia says about it: “Scientific […]

Fellow David Ogilvy fans will enjoy this interview from the archives, for direct marketers everywhere:

“Scientific Advertising” by Claude Hopkins is still rated by many greats as the real bible on advertising. This introduction to a 1960’s […]