Al Ries, one of the world's marketing stategists and legendary author of 11 books on marketing, will share his latest insights in a gathering called the Al Ries Brand Strategy Forum to be held tomorrow, October 1, at Dusit Thani Hotel, Makati City.
And, because I am one of those who simply cannot afford those nice but expensive seminars and trainings, usually costing thousands of pesos, I have decided to adopt a nice strategy of my own. I have decided to still learn some things even without attending.
From now on, for every seminar that I come across, I plan to research on the things I probably would have learned had I attended the seminar. Or even just an inkling of what is going to be taught there.
This time, I have decided to research on who in the world is Al Ries. I learned that he is a graduate of DePauw University in 1950. After graduation, he accepted a position in the advertising deparment of General Electric before founding his own advertising agency in New York, Ries Cappiello Colwell, in 1963.
Al Ries later on partnered with Jack Trout to transform the advertising agency to a marketing strategy firm known as the Trout & Ries. In 1972, the two co-authored a three-part series of articles on the concept of positioning. In 1994, Al Ries founded Ries & Ries with his daughter Laura, a graduate of Northwestern University.
Al Ries is the best-selling author of 11 books on marketing including Positioning: The Battle for Your Mind, Marketing Warfare, Forcus, The 22 Immutable Laws of Branding, The Fall of Advertising and the Rise of PR, and the Origin of Brands.
I tried to search for any free materials by Al Ries online but, as of now, could not find one. There are of course a lot of ebooks available for a few dollars. One of these days I plan to get one, if only to appreciate his genius.