David Ogilvy on direct response advertising. The Master speaks.

Jack Trout co-authored the original book on Positioning in 1980 with Al Ries. Here is a lecture he gave in 2012 to a […]

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

Al Ries and Jack Trout’s 1970’s booklet ‘The Positioning Era’ summarised a gradual but significant development in advertising following the 1960’s ‘image’ […]