And Rob Stilanen, who wrote the original drafts of the campaign, tells the same story in this article from Forbes magazine – but […]

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 Laura Ries’ analysis of what advertising can do in the 2000’s, and what it can’t. Here’s a taster: “The […]

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