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

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’ […]

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 […]