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Legendary American advertising and marketing occupation Al Ries handed away on the age of 95 on October 7. Ries, who was often called the ‘father of positioning’ was the cofounder and chairman of Atlanta-based consulting agency Ries & Ries.
He’s additionally one half of the Ries and Trout duo who championed the idea of positioning in advertising and marketing. He and his accomplice Jack Trout has written 5 books on the subject, probably the most well-known one being Positioning: The Battle for Your Thoughts in 1981.
Ries graduated from DePauw College as a math main in 1950 and went on to work within the promoting division of Normal Electrical. Quickly, he based his personal advert company, Ries Cappiello Colwell, in 1961. Trout joined in 1967, and the 2 went on to popularise the idea of positioning.
Ries and Trout outlined positioning as a psychological machine utilized by shoppers to simplify data and retailer new data in a logical place. They believed that the idea is necessary from the viewpoint of promoting as a result of shoppers needs to be launched to manufacturers on the proper place on the proper time and beneath the correct circumstances for recall to occur. In any other case, the shoppers might get overwhelmed by extreme and undesirable ads, making them neglect the model.
By positioning themselves appropriately, manufacturers can’t solely differentiate themselves from others but in addition achieve a spot within the shopper’s thoughts.
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