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

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

The 22 Immutable Laws of Branding by Al Ries and Laura Ries, published in 1998 by Profile books. More from Al Reis, […]

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