Al Ries

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Al Ries
Photo of Al Ries
BornNovember 14, 1926[1]
EducationDePauw University (1950)[2]
Years active1950–present

Al Ries (born 1926) is an American marketing professional and author. He is the cofounder and chairman of the Atlanta-based consulting firm Ries & Ries with his partner and daughter, Laura Ries. Along with Jack Trout, Ries is credited with resurrecting the idea of "positioning" in the field of marketing.[3]


Ries graduated from DePauw University as a mathematics major in 1950.[2] He accepted a position with the advertising department of General Electric[4] before founding his own advertising agency in New York City, Ries Cappiello Colwell, in 1961.[5][6] Jack Trout joined the agency in 1967.[6] Ries and Trout wrote a three-part series of articles for Advertising Age in 1972.[7] The themes discussed in that series of articles inspired their later book, Positioning: The Battle for Your Mind published in 1981.[6]

The American Marketing Association, NY Chapter announced Ries as one of the 2016 inductees to the Marketing Hall of Fame.[8]


  • Positioning: The Battle for Your Mind. Warner Books. 1981. ISBN 9780446308007. OCLC 881659550.
  • Ries, Al; Trout, Jack (1986). Marketing Warfare. McGraw-Hill Book Company. ISBN 9780070527300.
  • Ries, Al; Trout, Jack (1990). Bottom-up Marketing. Plume. ISBN 9780452264182.
  • Ries, Al; Trout, Jack (1991). Find A Horse to Ride: The Key to Marketing Yourself. McGraw-Hill. ISBN 9780070527355.
  • Ries, Al; Trout, Jack (1994). The 22 Immutable Laws of Marketing. HarperBusiness. ISBN 9780887306662.
  • Ries, Al; Ries, Laura (2000). 11 Immutable Laws of Branding on the Net. HarperCollinsBusiness. ISBN 9780002572224. OCLC 43674591.
  • Ries, Al (2005). Focus: The Future of Your Company Depends On It. Collins Business Essentials. ISBN 9780060799908. OCLC 977381847.
  • Ries, Al; Ries, Laura (2012). The 22 Immutable Laws of Branding. HarperBusiness. ISBN 9780060007737. OCLC 934866574.
  • Ries, Al; Ries, Laura (2012). The Origin of Brands: How Product Evolution Creates Endless Possibilities for New Brands. HarperCollins books. ISBN 9780060570156.


  1. ^ a b
  2. ^ a b "Business Week List of 'Books That Matter' Includes Work Co-Authored by Al Ries '50". DePauw University. 7 August 2006.
  3. ^ Schudel, Matt (June 13, 2017). "Jack Trout, marketing expert who sought an edge through 'positioning,' dies at 82". The Washington Post. Retrieved January 17, 2019.
  4. ^ Ries, Al (October 10, 2016). "Polarize, Don't Demonize: Politics and Marketing". AdAge. Retrieved January 17, 2019.
  5. ^ "Indiatimes Seminars: Profile of Al Ries". (Press release).
  6. ^ a b c Sandomir, Richard (June 7, 2017). "Jack Trout, Who Fought for Consumers' Minds and Money, Dies at 82". The New York Times. Retrieved January 17, 2019.
  7. ^ Trout, Jack; Ries, Al (1972). "The Position Era Cometh" (PDF). Advertising Age.
  8. ^ "2016 Marketing Hall of Fame Inductee". New York American Marketing Association. Retrieved 21 March 2016.

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