THE 22 IMMUTABLE LAWS OF MARKETING

Al Ries was the father of positioning, a legendary marketing strategist, and the bestselling author of 12 books that have sold over 6 million copies worldwide. In 1972, Al co-authored the now infamous three-part series of articles declaring the arrival of the Positioning Era in Advertising Age magazine. The concept of positioning revolutionized how people viewed advertising and marketing. Marketing was traditionally thought of as communications, but successful brands are those that find an open hole in the mind and then become the first to fill the hole with their brand name. When Advertising Age magazine choose the 75 most important ad moments of the last 75 years celebrating the publication's 75th anniversary. The emergence of positioning came in at number #56. Ad Age commented on how the concept remains just as relevant in today's environment, "The positioning era doesn't end. What became a part of the marketing lexicon in the early '70's holds its own in the textbooks of today." In 1994, Al's daughter Laura joined him. With Laura, Al is the co-author of five groundbreaking books that have taken part in reshaping modern marketing—including the The 22 Immutable Laws of Branding and The Fall of Advertising & The Rise of PR. Al passed away peacefully on Oct 7, 2022. At almost 96, years old Al was active and working with Laura until the end. Since 2022, Laura continues her father’s legacy as Chairwoman of RIES, guiding the expansion and global influence of the leading positioning strategy & consulting firm.