Podcast appearances and mentions of Laura Ries

Like and subscribe on your favorite platform!In this episode, Kevin Oakley is joined by Beth Russell and special guest, Jessie Suggs! Together, they discuss the importance of appointment to sale ratio and Kevin lays out the three parts he believes it's made up of. They talk about finding inspiration in unusual places like children's pop-up books and dive into digital advertising hot takes!Story Time (01:23)Jessie reflects on her recent trip to Garman Homes.Kevin reassures everyone that no, no one has put Kevin in a corner at IBS.Beth shares an example of pulling inspiration from unexpected places like “The Color Monster”The News (24:28)Hot Takes Digital Advertising Edition: What's Overrated For 2024 (https://campaignsandelections.com)In rocky digital advertising landscape, advertisers reconsider direct mail (https://digiday.com)US Consumer Confidence Climbs to Highest Since End of 2021 (https://www.msn.com)32% of Homes for Sale in the Fourth Quarter Were Newly Built—Just Shy of the Record High (https://www.redfin.com)Experience the future of home tours with Zillow Immerse on Apple Vision Pro (https://zillow.mediaroom.com/2024-02-01-Experience-the-future-of-home-tours-with-Zillow-Immerse-on-Apple-Vision-Pro)Things We Love Things We Hate (52:50)Jessie's favorite is girl scout thin mints!Beth and her husband are both enjoying “Switch” Chip & Dan Heath.Kevin's favorite “The 22 Immutable Laws of Branding” by Al & Laura Ries as well as the Miyoo Mini.Market Proof Marketing · Ep 324: Inspiration in Unusual Places Questions? Comments? Email show@doyouconvert.com and we'll address them on the next episode. More insights, discussions, and opportunities can be found at DYC: All Access.A weekly new home marketing podcast for home builders and developers. Each week Kevin Oakley, Andrew Peek, Beth Russell, Jackie Lipinski, Julie Jarnagin, and other team members from Do You Convert will break down the headlines, share best practices and stories from the front line, and perform a deep dive on a relevant marketing topic. We're here to help you – not to sell you! The post Ep 324: Inspiration in Unusual Places appeared first on Online Sales and Marketing for Home Builders - DYC.

Johnson & Johnson (J&J) is signing off on a new logo. The healthcare giant said that it will replace the well-known signature script it has used since 1887 with a modern look that reflects its sharpened focus on pharmaceuticals and medical devices. Johnson & Johnson itself narrowed its focus to pharmaceuticals and medical devices. The new look, which includes a different shade of red, aims to recognize J&J's shift into a “pure play healthcare company,” said Vanessa Broadhurst, a company executive vice president. The signature logo was “one of the longest-used company emblems in the world,” J&J declared in a 2017 website post. But it started showing its age in an era of texting and emojis. Many children no longer learn to write cursive in school, noted marketing consultant Laura Ries. People may recognize the signature, but they weren't necessarily reading it, she said. The new logo, she said, is easier to process. “Because it's easier, it almost even draws your attention to it,” said Ries, who wasn't involved in the logo change. Ries also noted people likely identified the script logo more with the Kenvue products they see on drugstore shelves, such as Band-Aids, Listerine, and Tylenol. “Everyone washed their baby with Johnson & Johnson baby shampoo,” she said. A Kenvue spokesperson said the J&J branding on products like Band-Aids will gradually be removed. The signature logo also could be found on bottles of the company's now-discontinued talcum-based baby powder, which generated lawsuits alleging that it caused cancer. J&J has insisted that the powder was safe. The consumer business helped J&J become the world's biggest healthcare products maker, with annual sales topping $90 billion. But, its pharmaceutical and medical device divisions had easily surpassed it in size when the spinoff was announced in late 2021. New Brunswick, New Jersey-based J&J also said that it will relabel its Janssen pharmaceutical business Johnson & Johnson Innovative Medicine. Its medical devices and technology segment will be called Johnson & Johnson MedTech. This article was provided by The Associated Press.

Jason Mudd brings his PR expertise to this episode as he talks about PR's role in your marketing strategy. Jason starts by giving some background about himself and then dives into some common PR mistakes, topics, tips and trends. Jason explains the difference between PR and advertising and why PR is so effective compared to advertising. Jason also shares an example of how it is important to take a holistic approach to your marketing or PR strategy.   3:18 – Jason explains how he took the “traditional” path to PR by starting his career as a journalist.   12:34 – Jason shares some common PR mistakes, including most people not knowing what PR is.   19:16 – Jason talks about his podcast and public speaking.   20:27 – Jason reviews some PR topics, tips and trends he is passionate about.   29:58 – Jason explains the difference between PR and advertising.   36:38 – Jason continues by talking about why PR is more of a long game compared to advertising.  40:37 – Jason shares some resources that have been helpful to him.    Quote   “Every once in a while, I try to disrupt that process and say, 'Hey, let's stop doing something, or let's do less and try to accomplish more.' Doing less means we're more focused and we might be able to do more or get more value out of it. For a while, I disrupted our engine and I started removing pieces from the equation. We cut back on the number of episodes of podcasts we were producing, we cut back on our Google AdWord spend and things like that. We cut back on the amount of PR we were doing for ourselves and then we noticed our inbound leads are down. Right? What happened? Then we started slowly adding things back. What we've discovered is it doesn't seem to matter what we bring back, it needs everything. It needs a holistic approach to work its best.” – Jason Mudd, CEO and Managing Partner at Axia Public Relations    Links:   Safe Harbor Boys Home: https://safeharboracademy.com/   Heroic Public Speaking: https://heroicpublicspeaking.com/   Listen to learn more about AI in PR:  Episode 234: The Future of AI in Public Relations, With Parry Headrick and Chris Penn  Episode 239: The Latest on SEO, Content Marketing and AI, With Dale Bertrand, Founder and President of Fire&Spark  How our PR firm is using AI and how you can too with Jason Mudd, CEO of Axia Public Relations  “The Fall of Advertising and the Rise of PR” by Al and Laura Ries: https://www.amazon.com/Fall-Advertising-Rise-PR/dp/0060081996  “The 4-Hour Workweek” by Timothy Ferriss: https://www.amazon.com/4-Hour-Workweek-Escape-Live-Anywhere/dp/0307465357   “The 4-Hour Body” by Timothy Ferriss: https://www.amazon.com/4-Hour-Body-Uncommon-Incredible-Superhuman/dp/0307704610   “Brandscaping” by Andrew M. Davis: https://www.amazon.com/Brandscaping-Unleashing-Partnerships-Andrew-Davis/dp/0983330786     About the guest:      The World Communication Forum named Jason Mudd as North America's top PR leader in 2023. He is a trusted adviser and dynamic strategist to some of America's most admired and fastest-growing companies, including American Airlines, Budweiser, Dave & Buster's, H&R Block, Hilton, HP, Miller Lite, New York Life, Pizza Hut, Southern Comfort and Verizon. He's the CEO and managing partner of Axia Public Relations. Forbes magazine named Axia Public Relations as one of America's best PR agencies. Jason is an accredited public relations practitioner, professional public speaker, author, podcaster and entrepreneur.    Looking to connect:  LinkedIn: https://www.linkedin.com/in/jasonmudd/   Twitter: @jasonmudd9  Website: www.axiapr.com   Podcast: OnTopOfPR.com 

Welcome back to another episode of "The Secret to Success" podcast. In today's episode, we delve into the art of making yourself stand out in a crowded marketplace. Drawing inspiration from "The 22 Immutable Laws of Marketing" by Al and Laura Ries, we explore key strategies to differentiate yourself from the competition and establish a unique position in the minds of your customers.Here are key points discussed in this episode.1. Create a Distinct Category:  - Discuss the importance of creating a category in which you can be the first and foremost player.  - Emphasize the need for a category that is supported by a singular word, making it easier for customers to associate your brand with a specific concept.2. Be the Opposite of the Leader:  - Highlight the strategy of fighting against the market leader by positioning yourself as their opposite, rather than attempting to be better than them.  - Explain how this approach can help you carve out a distinct niche and attract customers who are seeking an alternative to the market leader.3. Avoid Line Extensions:  - Share insights from "The 22 Immutable Laws of Marketing" regarding the risks of brand extensions.  - Discuss the idea that your brand is not necessarily the one that works, but rather the association with something.  - Encourage listeners to focus on building associations and connections that resonate with their target audience.4. Study Customers, Market, and Trends:  - Emphasize the importance of conducting thorough research to understand your customers, market dynamics, and emerging trends.  - Discuss the concept of finding the "one move" that will have the greatest impact on your brand's success.  - Encourage listeners to analyze their customers' needs and preferences, identify gaps in the market, and adapt their strategies accordingly.In a competitive business landscape, it's crucial to make yourself stand out from the crowd. By following the principles outlined in "The 22 Immutable Laws of Marketing," you can create a unique category, position yourself as the opposite of the leader, avoid ineffective brand extensions, and make strategic moves based on customer insights and market trends. Join us next time as we continue to uncover the secrets to success in various aspects of life and business.Here are notes for this class:Day 2Making Yourself Stand Out The 22 Immutable Laws of Marketing by Al and Laura Ries     Create a category that you can be first in — and make sure that the category is supported by a singular word. Fight the leader by not being better, but being their opposite. Don't extend your brand through line extension; it rarely works. Plus, your brand is not the one that works, it's the association with something. Study your customers, market and trends to find the “one move” that works.The Law of Leadership – It's better to be first that is it is to be better.The first person to fly across the Atlantic was Charles Lindbergh. Neil Armstrong was the first person to walk on the moon. Roger Bannister was the first person to run the four minute mile.What are the names of the people who accomplished these feats second?Bert Hinkler was the second man to fly across the Atlantic. Buzz Aldrin followed Neil Armstrong onto the moon's surface. John Landy was the second man to run a mile in less than four minutes (only six weeks after Bannister did).While you may have heard of Aldrin, you're most likely not familiar with the names Hinkler and Landy.Similarly, the leading category in any brand is almost always the first brand into the prospect's mind. Hertz with rent-a-cars. IBM with computers. Coca-Cola in cola.After WWII, Heineken was the first imported beer to make a name for itself in America. Decades later, it's still number one. Advil was the first Ibuprofen and is still number one. Time still leads Newsweek. Coke leads PepsiIf you're second in your prospects mind you'll languish with the Buzz Aldrins, John Landys and Bert Hinklers of the world.In spite of the benefits of being first though, most companies tend to wait companies until a market develops and then they jump in.Chapter 1: The Law of Leadership It's better to be first than it is to be better. The basic issue in marketing is not convincing prospects that you have a better product or service. The basic issue in marketing is creating a category you can be first in. It's much easier to get into the mind first than to try to convince someone you have a better product than the one who got there first. The leading brand in any category is almost always the first brand into the prospect's mind. E.g Hertz in rent-a-cars, IBM in computers, Coca-Cola in cola. Not every first is going to be successful. The timing could be an issue — for e.g your first could be too late. Some firsts are also just bad ideas that will never go anywhere. E.g Frosty Paws, the first ice cream for dogs. The law of leadership applies to any product, brand or category. Imagine you didn't know the name of the first college founded in America. You can always make a good guess by substituting leading for first. What's the name of the leading college in US? Most people would say Harvard, and that is indeed the name of the first college founded in America. One reason why the first brand tends to maintain its leadership is that the name often becomes generic. Xerox, the first plain-paper copier became the name for all plain-paper copies. Kleenex. Coke. Scotch tape.The Law of the Category – If you can't be first in a category, set up a new category you can be first in.-Antonio set up a newer category when it comes to business and he is the first in it. Who else do you know that is doing what he is doing?While Bert Hinkler's name is not a household word, I'm sure you know the name of the third person who successfully flew across the Atlantic Ocean. Her name was Amelia Earhart. The first female to fly across the Atlantic.If you can't be first in a category, set up a new category you can be first in.Charles Schwab didn't open a better brokerage firm; he opened up the first discount broker. Lear's isn't the best selling woman's magazine; they're the best selling magazine for mature women. Dell wasn't the biggest computer company; they're the biggest computer company to sell their computers over the phone.Chapter 2: The Law Of The Category If you can't be first in a category, set up a new category you can be first in. Example: What's the name of the third person to fly the Atlantic Ocean solo? You probably don't know. Yet you do. It's Amelia Earhart. But she isn't known for that. She is known as the first woman to do so. IBM was the first in computers. DEC competed by becoming the first in minicomputers. Cray Research came up with the first supercomputer. Today, Cray is an $800 million company. Convex put two and two together and came up with the first mini super-computer. Today Convex is a $200 million company. You can turn an also-ran into a winner by inventing a new category. Commodore was a manufacturer of home PCs that wasn't going anywhere until it positioned the Amiga as the first multi-media computer. There are many different ways to be first. Dell was the first to sell computers by phone. When you launch a new product, the first question to ask yourself is not “How is this new product better than the competition?”, but “First what?” Forget the brand. Think categories. Everyone is interested in what's new. Few people are interested in what's better. When you're the first in a new category, promote the category. In essence, you have no competition.The Law of the Mind – It's better to be first in the mind than to be first in the marketplace.First personal computer was the MITS Altair 8800. Duryea was the first automobile. Du Mont is the first commercial TV set.What's going on? Is the just mentioned Law of Leadership wrong.Not at all. Here's the thing …IBM wasn't first in the marketplace with a mainframe computer, Remington was.However, IBM began a massive marketing campaign to get into people's mind first and when they did they won the computer battle early.Being first in the mind is everything in marketing. Being first in the marketplace is important only to the extent that it allows you to get into the mind first.Chapter 3: The Law Of The Mind It's better to be first in the mind than it is to be first in the marketplace. The law of the mind modifies the law of leadership. Being first in the mind is everything in marketing. Being first in the marketplace is important only to the extent it allows you to get in the mind first. Marketing is a battle of perception, not product, so the mind takes precedence over the marketplace. The problem for would-be entrepreneurs is getting the revolutionary idea or concept into the prospect's mind. The conventional solution is money. But it's not. More money is wasted in marketing than any other human activity. You can't change a mind once it's made up. The single most wasteful thing you can do in marketing is try to change a mind. Having a simple, easy-to-remember name helps get into prospect's minds.The Law of Perception – Marketing is not a battle of products, it's a battle of perceptions.Some marketers see the product as the hero of the marketing program and that you win and lose based on the merits of your products.Ries and Trout disagree – what's important is the perceptions that exist in the minds of your prospects and customers. They cite as an example the three largest selling Japanese imports, Honda, Toyota and Nissan.Most people think the battle between the three brands is based on quality, styling horse power price. Not true. It's what people think about Honda Toyota and Nissan which determines which brand will win.Chapter 4: The Law of Perception Marketing is not a battle of products, it's a battle of perception. It's an illusion. There is no objective reality. There are no facts. There are no best products. All that exists in the world of marketing are perceptions in the minds of the customer or prospect. The perception is the reality. Everything else is an illusion. Marketing is a manipulation of these perceptions. Most marketing mistakes stem from the assumption that you're fighting a product battle rooted in reality. What some marketing people see as the natural laws of marketing are based on a flawed premise that the product is the hero of the marketing program and that you'll win or lose based on the merits of the product. This is why the natural, logical way to market a product is invariably wrong. Only by studying how perceptions are formed in the mind and focusing your marketing programs on those perceptions can you overcome your basically incorrect marketing instincts.The Law of Focus – The most powerful concept in marketing is owning a word in the prospect's mind.A company can become incredibly successful if it can find a way to own a word in the mind of the prospect.Federal Express was able to put the word ‘overnight' in the minds of their prospects. Xerox owns ‘copier'; Hershey owns ‘chocolate bar'; Coke owns ‘cola'; Heinz owns ‘ketchup'; Crest owns ‘cavities'; Volvo owns safety; Nordstrom's owns service.The word should be simple and benefit oriented. One word is better than three or four.Words can change ownership. In the early days of the personal computer, Lotus owned the word ‘spreadsheet'. Now it belongs to Microsoft thanks to ‘Excel'.Chapter 5: The Law Of Focus The most powerful concept in marketing is owning a word in the prospect's mind. Not a complicated word, or an invented word. Simplest words are the best, words taken right out of the dictionary. You “burn” your way into the mind by narrowing the focus to a single word or concept.Just Do It. The Best Part of Waking up…. Prime Membership.   The law of leadership enables the first brand or company to own a word in the mind of the prospect. The leader owns the word that stands for the category. For e.g IBM owns the word “computer”. If you're not a leader, your word has to have a narrow focus. Your word has to be “available” in your category. No one else can have a lock on it. The most effective words are simple and benefit-oriented. No matter how complicated the product, no matter how complicated the needs of the market, it's always better to focus on one word or benefit rather than two or three or four. While words stick in the mind, nothing lasts forever. There comes a time when a company must change words. You can't take somebody else's words. What won't work is leaving your own word in search of a word owned by others. The essence of marketing is narrowing the focus. You can't stand for something if you chase after everything. You can't narrow the focus with quality or any other idea that doesn't have proponents for the opposite point of view. For example: You can't position yourself as an honest politician, because nobody is willing to take the opposite position.Once you have your word, you must go out of your way to protect it in the marketplace.The Law of Exclusivity – Two companies cannot own the same word in the prospect's mind.When a competitor owns a word or position it's futile to own the same word. For instance Volvo owns the word ‘safety'. Many automakers have tried to wrestle that word away from them, but none have been successful.Energizer tried to wrestle ‘long lasting' away from Duracell. But Duracell got in people's minds first.Chapter 6: The Law Of Exclusivity Two companies cannot own the same word in the prospect's mind. It's wrong to think that if you spend enough money, you can own the idea.The Law of the Ladder – The strategy to use depends on which rungs you occupy on the ladder.The primary objective is to be first, but if you're not – all is not lost.Avis lost money for 13 years in a row when they used the slogan “Finest in rent-a-cars”. It wasn't until they changed it to “Avis is only No.2 in rent-a-cars. So why go with us? We try harder” that their fortune turned around. (Avis was later sold to ITT who ordered up the advertising theme “Avis is going to be number one” which bombed.)Another campaign that worked was when 7 Up, the leader in the lemon-lime soda category wanted to make inroads into the larger cola market. When they positioned themselves as “The Uncola” they climbed to the third largest selling soft drink in America.Chapter 7: The Law Of The Ladder The strategy to use depends on which rung you occupy on the ladder. All products are not created equal. There is a hierarchy in the mind that prospects use in making decisions. For each category, there is a product ladder in the mind. On each rung is a brand name. For e.g car rental. Hertz is on the top rung, Avis is on the 2nd rung, and National on the third. Your marketing strategy should depend on how soon you got into the mind and consequently which rung of the ladder you occupy. Example: Avis admitted it was #2. Told prospects to go with them because they tried harder. They made money. The mind is selective. Prospects use their ladders in deciding which information to accept and which information to reject. In general, a mind only accepts new data that is consistent with its product ladder in that category. Everything else is ignored. How many rungs are there on your ladder? Products you use every day tend to be high-interest products with many rungs. And vice versa. There's a relationship between market share and your position on the ladder in the prospect's mind. Sometimes your own ladder or category might be too small. It might be better to be a small fish in a big pond than to be a big fish in a small pond. It's sometimes better to be №3 on a big ladder than №1 on a small ladder.The Law of Duality – In the long run, every market becomes a two-horse race.In batteries, it's Eveready and Duracell. In photographic film, it's Kodak and Fuji. In rent-a-cars, it's Hertz and Avis. In mouthwash, it's Listerine and Scope. In fast food, it's McDonalds and Burger King. In running shoes, it's Nike and Reebok. In toothpaste, it's Crest and Colgate.Chapter 8: The Law Of Duality In the long run, every market becomes a two-horse race. Early on, a new category is a ladder of many rungs. Gradually, the ladder becomes a two-rung affair. E.g Coke vs Pepsi.The Law of the Opposite – If you're shooting for second place, your strategy is determined by the leader.If you're number two it makes sense to try and leverage the leader's strength into a weakness. An example of this is the campaign Pepsi Cola used to become the choice of the new generation (versus Coke-Cola being the old established product).Scope successful hung the “medical breath” label on market leader Listerine by becoming the good tasting mouthwash that kills germs.Other examples are Lowenbrau's “You've tasted the German beer that's the most popular in American. Now taste the German beer that's the most popular in German” and advertising slogan used to launch Tylenol in 1955 “For the millions who should not take aspirin” (when it was discovered that aspirin caused stomach bleeding).Chapter 9: The Law Of The Opposite If you're shooting for second place, your strategy is determined by the leader. Wherever the leader is strong, there is an opportunity for a would-be №2 to turn the tables. A company should leverage the leader's strength into a weakness. You must discover the essence of the leader and then present the prospect with the opposite. Too many potential №2 try to emulate the leader. This is an error. You must present yourself as the alternative. The law of the opposite is a two-edged sword. It requires honing in on a weakness that your prospect will quickly acknowledge. Marketing is often a battle for legitimacy. The first brand that captures the concept is often able to portray its competitors as illegitimate pretenders. A good#2 cannot afford to be timid.The Law of Division – Over time a category will divide and become two or more categories.A category starts off as a single entity. But over time it breaks up into other segments.Computers for example, you have: mainframes, minicomputers, workstations, personal computers, laptops, notebooks.Beer is the same way. Today's there's imported and domestic beer. Light, draft and dry beers. Even non-alcoholic beers.Each segment has its own leader (which is rarely the leader in the original category).Chapter 10: The Law Of Division Over time, a category will divide and become two or more categories Each segment is a separate, distinct entity. Each segment has its own reason for existence. Each segment has its own leader, which is rarely the same as the leader of the original category.The way for the leader to maintain its dominance is to address each emerging category with a different brand name.The Law of Perspective – Marketing effects takes place over an extended period of time.Does a sale increase a company's business or decrease it? Obviously in short term it increases it, but more and more there's evidence to show sales decrease business in the long term by educating customers not to buy at regular prices.Sales also say to people that your regular prices are too high. To maintain volume some companies find they have to run continuous sales. In the retail field, the big winners are Kmart and Wal-mart who are known for their everyday low prices.Chapter 11: The Law Of Perspective Marketing effects take place over an extended period of time      Many marketing move exhibit the same phenomenon. The long-term effect is often the exact opposite of the short-term effect. For e.g a sale. A sale increase in a business in the short-term, but there are increasing evidence that shows that sales educate customers not to buy at regular prices.The Law of Line Extension – There is an irresistible pressure to extend the equity of the brand.Here are two examples they give of companies harming their brand by overextending it:The introduction of Coors Light caused the collapse of regular Coors which today sells one-fourth of what it used to.Back in 1978, 7 Up had a 5.7 percent market share. Then they added 7Up Gold, Cherry 7 Up and assorted diet versions. In the early 90's, 7 Up's share had fallen to 2.5 percent.Chapter 12: The Law Of Line Extension There's an irresistible pressure to extend the equity of a brand. One day a company is tightly focused on a single product that is highly profitable. The next day the same company is spread thin over many products and is losing money. When you try to be all things to all people, you inevitably wind up in trouble. Line extension usually involves taking the brand name of a successful and putting it on a new product you plan to introduce. Marketing is a battle of perception, not product. In the mind, for example, A-1 is not the brand name, but the steak sauce itself. Less is more. If you want to be successful today, you have to narrow the focus in order to build a position in the prospect's mind.The Law of Sacrifice – You have to give up something to get something.If you want to be successful today you should give something up.The first area you could sacrifice in is your product line. The example they give is Federal Express who focused on one service: small overnight deliveries.The second is market share. Pepsi gave up part of their market when they focused on the youth market and it worked brilliantly – it brought them within 10% market share of Coca Cola. Here a few of the other companies Reis and Trout cite as having given up market share by specializing: Foot Locker (athletic shoes); The Gap (casual clothing for the young at heart); Victoria Secret (sexy undergarments); The Limited (upscale clothing for working women).The third sacrifice is constant change. One of the examples they list is White Castle whose restaurants look the same as they did sixty years ago and still sell the same frozen sliders, yet they still average over a million dollars per year per location.Chapter 13: The Law Of Sacrifice You have to give up something in order to get something This law is the opposite of Law 12. If you want to be successful, you have to give up something. There are 3 things to sacrifice: product line, target market and constant change.        The generalist is weak.The Law of Attributes – For every attribute, there is an opposite, effective attribute.The Law of Exclusivity says that two companies can't own the same word or position. A company must seek out another attribute (it's much better to find an opposite attribute, similar won't do).For instance, Crest owns the word “cavities”. Other toothpastes avoided “cavities”. Instead they focused on taste, whitening, and breath protection.Of course, all attributes aren't created equally. When it comes to toothpaste “cavities” is the best. If the best one is taken you must move on to an attribute and live with a smaller share of the market. And then dramatize its value and increase your market share.Chapter 14: The Law Of Attributes For every attribute, there is an opposite, effective attribute. Too often a company attempts to emulate the leader. It's much better to search for an opposite attribute that will allow you to play off against the leader. All attributes are not created equal. Some attributes are more important to customers than others. You must try and own the most important attribute. You cannot predict the size of a new attribute's share, so never laugh at one.The Law of Candor – When you admit a negative, the prospect will give you a positive.First admit a negative and then twist it into a positive.Examples:“Avis is only No.2 in rent-a-cars” (Avis tries harder)“With a name like Smuckers it has to be good” (We have a bad name, but a good product.)“The 1970 VW will stay ugly longer.” (A car that ugly must be reliable.)“Joy. The Most expensive perfume in the world.” (At $375 an ounce, it has to be sensational.)When you state a negative it's automatically viewed as the truth. When you state a positive it's looked upon as dubious at best.Another great example of twisting a negative into a positive is how Listerine reacted when Scope entered the market with a “good-tasting” mouthwash. They came out with “Listerine: The taste you hate twice a day.”Chapter 15: The Law Of Candor When you admit a negative, the prospect will give you a positive. It goes against corporate and human nature to admit a problem. Yet one of the most effective ways to get into a prospect's mind is to first admit a negative and twist it into a positive. Candor is disarming. Every negative statement you make about yourself is instantly accepted as truth (NOTE: This is a similar law stated in 48 Laws of Power.) You have to prove a positive statement to the prospect's satisfaction. No proof is needed for a negative statement. When a company starts a message by admitting a problem, people tend to almost instinctively open their minds. Example: Listerine used to advertise with “The taste you hate twice a day.” which set them up for selling the idea of killing a lot of germs. The Law of Candor must be used carefully and with great skill. Your negative must be widely perceived as a negative. It has to trigger an instant agreement with your prospect's mind. Next, you have to shift quickly to the positive. The purpose of candor isn't to apologize. It is to set up a benefit that will convince your prospect.The Law of Singularity – In each situation, only one move will produce substantial results.According to Reis and Trout “many marketing people see success as the sum total of a lot of small efforts beautiful executed. They think as long as they put the effort in they'll be successful whether you try hard or try easy, the differences are marginal”. They say the one thing that works in marketing is the single, bold stroke.An example they give is the two strong moves that were made against General Motors. The Japanese came at the low end with small cars like Toyota, Datsun and Honda. The Germans came at the high end with super premium cars like Mercedes and BMW.Chapter 16: The Law Of Singularity In each situation, only one move will produce substantial results (similar to 80/20 principle.) Many marketing people see success as the sum total of a lot of small efforts beautifully executed. They think they can pick and choose from a number of different strategies and still be successful as long as they put enough effort into the program. They seem to think the best approach is “get into everything.” Trying harder is not the secret of marketing success. History teaches that the only thing that works in marketing is the single, bold stroke. In any given situation, there is only one move that will produce substantial results. What works in marketing is the same as what works in the military — the unexpected. To find that singular idea of concept, marketing managers have to know what's happening in the marketplace.The Law of Unpredictability – Unless you write your competitors' plans, you can't predict the future.Marketing plans based on what will happen in the future are usually wrong. It's very difficult to predict your market. You can get a handle on trends, but the danger for many companies is they jump to conclusions about how far a trend will go.Chapter 17: The Law Of Unpredictability Unless you write your competitor's plans, you can't predict the future. Implicit in most marketing plans is an assumption about the future. Yet such marketing plans are usually wrong. Most companies live from quarterly report to quarterly report. That's a recipe for problems. Companies that live by the numbers, die by the numbers. Good short-term planning is coming up with that angle or word that differentiates your product or company. Then you set up a coherent long-term marketing direction that builds a program to maximize that idea or angle. Not a long-term plan, but a long-term direction. While you can't predict the future, you can get a handle on trends, which is a way to take advantage of change. The danger of working with trends is extrapolation. Many companies will jump to conclusions about how far a trend will go. Equally as bad as extrapolation is the common practice of assuming the future will be a replay of the present. One way to cope with an unpredictable world is to build an enormous amount of flexibility into your organization. NOTE: There is a difference between predicting the future and taking a chance on the future.The Law of Success – Success often leads to arrogance and arrogance to failure.Ego is the enemy of successful marketing. Objectivity is what is needed.Companies who became arrogant according to Ries and Trout are General Motors, Sears, Roebuck and IBM. Quite simply they felt they could anything they wanted to in the marketplace. And of, course, they were wrong.In my opinion, IBM's arrogance peaked back in the days of the IBM PC, XT, AT and the PS/2 line of computers. The difference between models was based more on marketing considerations rather than supplying their customers with a technically superior product. Compaq computers, on the other hand, focused on pushing the technical limits of their products and soon gained a reputation for building a superior computer, eventually outselling IBM.The bottom line being while ego can be an effective driving force when it comes to building a business – it can hurt if you inject it into your marketing.Chapter 18: The Law Of Success Success often leads to arrogance, and arrogance to failure. Ego is the enemy of successful marketing. Objectivity is what is needed. When people become successful, they tend to become less objective. They often substitute their own judgment for what the market wants. Ego can be an effective driving force in building a business. What hurts is injecting your ego in the marketing process. Brilliant marketers have the ability to think like how a prospect thinks. They put themselves in the shoes of their customers.The Law of Failure – Failure is to be expected and accepted.Too many companies try to fix things rather than drop things. For instance, American Motors should have abandoned passenger cars and focused on the Jeep. IBM should have dropped copiers and Xerox should have dropped computers years before they finally recognized their mistakes.Chapter 19: The Law Of Failure Failure is to be expected and accepted. Too many companies try to fix things rather than drop things. Admitting a mistake and not doing anything about it is bad for your career. A better strategy is to recognize failure early and cut losses.The Law of Hype – The situation is often the opposite of the way it appears in the press.Hype usually means a company's in trouble. According to Ries and Trout, when things are going well you don't need hype.For example, new coke had tons of publicity, but as everyone knows it bombed. Remember Steve Job's NeXt Computers? All the hype in the world couldn't turn NexT Computers into the next big thing in computers.History is full of failures that were successful in the press. Tucker 48, US Football league, Videotext, the automated factory, the personal helicopter, the manufactured home, the picture phone, polyester suits. The essence of the hype was not just that these products would be successful, but they would render existing products obsolete.For the most part hype is hype. The authors tell us that "real revolutions don't arrive at high noon with marching bands and coverage on the 6:00 pm news. Real revolutions arrive unannounced in the middle of the night and sneak up on you."Chapter 20: The Law Of Hype The situation is often the opposite of the way it appears in the press. When things are going well, a company doesn't need the hype. When you need the hype, it usually means you're in trouble. Real revolutions in the industry don't arrive at high noon with marching bands. They arrive unannounced in the middle of the night and sneak up on you.The Law of Acceleration – Successful programs are not built on fads, they're built on trends.According to Ries and Trout, "A fad is a wave. A trend is the tide. A fad gets hype. A trend gets very little. A fad is a short-term phenomena that in the long-term doesn't do a company that much good".A great example they cite is Coleco Industries Cabbage Patch Kids. They hit the market in 1983. Two years later they had sales of 776 million with profits of 83 million.Then in 1988 the bottom fell out. Coleco filed for Chapter 11. (In 1989, they were acquired by Hasbro where Cabbage Patch Kids with more conservative marketing are doing quite well.)Fads don't last. When everyone has a Ninja turtle, nobody wants one anymore. Compare that to Barbie which is a trend and continues to be popular.Chapter 21: The Law Of Acceleration Successful programs are not build on fads, they are built on trends. A fad is like a wave in the ocean, and a trend is the tide. Like the wave, the fad is very visible but it goes up and down in a hurry. Like the tide, a trend is almost invisible, but very powerful over the long-term.A paradox: if you were faced with a rapidly rising business, with all the characteristics of a fad, the best thing you could do is to dampen the fad and stretch it out.The Law of Resources – Without adequate funding an idea won't get off the ground.The best idea in the world needs money to make it happen. A mediocre idea and a million dollars is better than a great idea with no money.Chapter 22: The Law Of Resources Without adequate funding, an idea won't get off the ground. You need money to get into a mind. And you need money to stay there. First get the idea, then get the money to exploit it.Support this podcast at — https://redcircle.com/the-secret-to-success/exclusive-contentAdvertising Inquiries: https://redcircle.com/brandsPrivacy & Opt-Out: https://redcircle.com/privacy

On confond souvent les usages de la publicité avec ceux des relations publiques. À quoi servent ces deux activités? Bien sûr, toutes deux visent à générer des ventes, moyennant toutefois des actions différentes envers le consommateur. Oui, la publicité et les relations de presse relèvent de la promotion de tout bon plan de marketing, mais les résultats sont bien différents pour chaque discipline : La publicité invite directement à l'achat; Les relations publiques riment avec découverte et séduction du client. Alors que les relations publiques aiment la nouveauté, la publicité préfère les marques bien établies. Cela peut sembler évident, mais il est beaucoup plus facile de vendre un produit à un client qui en a déjà entendu parler. C'est justement ici que les relations publiques jouent leur rôle, souvent tout en subtilité contrairement à la publicité qui est plus de l'ordre du tambour et de la trompette. Chez NATA PR, nous sommes des experts pour faire découvrir les nouveautés de nos clients. Nous connaissons les journalistes et les influenceurs qui auront envie d'être les tout premiers à présenter nos nouveautés. Ils sont en effet nombreux ces intermédiaires qui ont pour premier but d'informer leurs lecteurs, leurs auditeurs ou leurs admirateurs. Vous comprendrez ici que l'élément temps est crucial pour permettre aux relations publiques de déployer leurs vertus, contrairement à la publicité qui, elle, a l'avantage de la spontanéité. D'autres experts des relations publiques aimaient provoquer, tels qu'Al and Laura Ries qui ont lancé un livre culte des RP, « The Fall of Advertising and the Rise of PR ». C'était bien sûr avant Internet et l'entrée en jeu de l'infinie capacité publicitaire de Facebook et de Google! Chez NATA PR, nous ne sommes pas de cette école de pensée pour qui les RP peuvent tout régler, car nous savons que lorsque l'on arrive à bien ficeler et amarrer relations publiques, publicité et médias sociaux, une grande force émerge pour toucher les consommateurs. Alors si vous avez un nouveau produit ou une nouvelle entreprise, il vous sera avantageux d'utiliser les relations publiques en début de campagne. Nous avons souvent conseillé à nos clients ayant des nouveautés de capter l'intérêt de nombreux journalistes et influenceurs tout d'abord par une campagne de relations publiques avant de poursuivre avec la publicité. Les raisons pour lesquelles on parlerait de vous ou de votre produit sont multiples. Mais la plus simple des raisons demeure la nouveauté. Alors à vous d'en profiter et d'intégrer les RP dans votre plan marketing. Si vous souhaitez en discuter de vive voix avec nous, n'hésitez pas à nous joindre à www.natapr.com. INSTAGRAM https://www.instagram.com/nata_pr_school/ FAITES PARLER DE VOUS GRATUITEMENT https://prschool.natapr.com/evergreen_fr LE MODÈLE NATA PR GRATUIT https://prschool.natapr.com/Le-Modele-NATA-PR INSCRIVEZ-VOUS SUR NOS LISTES www.natapr.com

We often confuse advertising practices with what public relations does. What's the purpose of each? Clearly, the purpose of both is to generate sales, but the way they appeal to consumers is different. Of course, advertising and media relations are part of any good marketing plan. But the results are very different for each approach: Advertisers sell directly to the consumer. Public relations means learning about customers and winning them over. While PR likes novelty, advertising goes for established brands. This may seem obvious, but it's much easier to sell a product to a customer who's already heard of it. And this is where public relations plays its role – often underplays it, really – unlike advertising, which is more like a marching band. At NATA PR, we're experts in sharing our clients' news. We already know which journalists and influencers will want to be the first to showcase our latest finds. There are so many of these go-betweens whose top goal is keeping their readers, listeners and fans up to date. You'll see why time is such a key factor for public relations to work its magic, whereas advertising can be more immediate. Other PR experts used to like stirring things up, like AI and Laura Ries, who launched the cult PR book “The Fall of Advertising and the Rise of PR.” Naturally, this was before the Internet and the infinite advertising power of Facebook and Google came into play! At NATA PR, we're not from the school of thought in which PR can fix everything. But we know that if you can harness public relations, advertising and social media, you can create a massive force to reach consumers. So if you have a new product or business, it's to your advantage to use public relations at the start of your campaign. We've often advised our newsmaking clients to catch the interest of several journalists and influencers first, through a public relations campaign, before moving on with advertising. There are multiple reasons why they would talk about you or your product. But the simplest reason is still that it's new. So it's up to you to take advantage of this, and include PR in your marketing plan. If you want to discuss it in person with us, get in touch now at www.natapr.com INSTAGRAM https://www.instagram.com/nata_pr_school/ GET FEATURED FOR FREE https://prschool.natapr.com/evergreen_en THE FREE NATA PR MODEL https://prschool.natapr.com/Nata-PR-Model SIGN UP TO OUR LISTS www.natapr.com

Laura Ries is a marketing strategist, bestselling author and media personality. In 1994, she founded Ries & Ries, a consulting firm with her father and partner Al Ries, the legendary positioning pioneer. I was fortunate to get this sought-after-speaker to speak with me about building a global, generational business. It's clear that Laura lives by the fundamental and immutable laws of branding that she and her father have taught around the world. Gather ‘round and enjoy this episode of GENeration EXcellence with Laura Ries. Ries & Ries: https://www.ries.com/ Laura's Books on Amazon: https://www.amazon.com/Laura-Ries/e/B001IGLSWY/ref=dp_byline_cont_pop_book_2

Lora is director of the Border Security and Immigration Center and a senior research fellow for Homeland Security at The Heritage Foundation. She has over 25 years' experience in the immigration and homeland security arena. Ries twice worked at the Department of Homeland Security on management and immigration policy and operations issues, most recently as the Acting Deputy Chief of Staff. She also worked in the private sector as a homeland security industry strategist and in government relations. Ries previously worked in the legislative branch as Counsel for the U.S. House of Representatives Judiciary Committee's Subcommittee on Immigration and Claims. She started her career at the Department of Justice's Board of Immigration Appeals and the Immigration and Naturalization Service. Ries' commentary and analysis have been published and quoted in multiple print media, including The National Interest, FoxNews.com, Roll Call, and The Hill. She has done numerous radio and TV interviews, and has testified before Congress. See omnystudio.com/listener for privacy information.

LinksDavid Canington LinkedInArdent Creative WebsiteThe 22 Immutable Laws of Branding—book by Al Ries and Laura Ries

In Episode 220 of Idea Diary - Today, I ramble about Laura Ries' book, “Battlecry” from 2015! My Notes From the Book: Create a “Battlecry” or slogan that easily says what it is that your brand gives the consumer and what it is in as few words possible. Also, keep in mind that it's best to highlight on the category that your business is in first, then work on selling your brand. Also, don't forget to pick a tagline that gets your employees excited as well as your customers! SHOW MERCH: Get Your Own Idea Diary https://www.amazon.com/dp/0991338839 Idea Diary is a guided journal that keeps your ideas chronicled and archived. This bright teal hardcover book is an idea organizational system, as well as gorgeous book decor! If you liked today's show, you can always BUY ME COFFEE: https://gumroad.com/l/VazlaO Thank you so much for listening today! #BusinessLifestyle #LauraRies #Battlecry "Idea Diary" is a business lifestyle podcast about creative entrepreneurship. "Idea Diary" focuses on building creative businesses, and chronicles how Valerie Aiello uses multiple skills to create products, illustrations, film, music, and businesses. SHOW DISCLAIMER: EVERY INDIVIDUAL'S OBSTACLES AND SOLUTIONS ARE UNIQUE. THESE TIPS ARE SUGGESTIONS ONLY TO IMPLEMENT IN YOUR SUITABLE OWN WAY. THIS IS NOT LEGAL ADVICE. THIS IS NOT FINANCIAL ADVICE. — Valerie Aiello is a multi-hyphenate brand expert from Austin, Texas. — Website: https://www.valerieaiello.com — Subscribe to follow my business journey! Gumroad: https://gumroad.com/valerieaiello Medium: https://medium.com/@valerieaiello Youtube: https://www.youtube.com/valerieaiello LinkedIn: https://www.linkedin.com/in/valerieaiello/ Twitter: https://twitter.com/valerieaiello Facebook: https://www.facebook.com/valerieaiello Instagram: http://instagram.com/valerieaiello/ --- Support this podcast: https://anchor.fm/valerieaiello/support

Let's Discuss Going Beyond A LOGO - Visual Hammer (Laura Ries 2012) - Idea Diary Ep.219 In Episode 219 of Idea Diary - Today, I ramble about Laura Ries' book, “Visual Hammer” from 2012! My Notes From the Book: SHAPE Visual Hammer Examples- Mc Donald's Golden Arches, Target, Bass Ale Triangle, Micky Mouse Head, Mac Apple COLOR Visual Hammer Examples - Louboutin Red Bottoms Shoes, Wendy's Red Head Girl, Dollar General Yellow vs Dollar Tree Green PRODUCT Visual Hammer Examples- Lifesaver Candy, Coke Bottle Shape, Converse Shoe Design, Adidas Stripe Design PACKAGE Visual Hammer Examples - Pom Juice Bottle, Monster Energy Drink Large Can, Red Bull Energy drink small and tall can ACTION Visual Hammer Examples - Tropicana Juice Orange with Straw, Rice Krispies Snap Crackle Pop, Kool Aid Man Smash through wall, Pillsbury Dough Boy touch tummy, Oreo Cookie Twist and lick FOUNDER Visual Hammer Examples - Elon Musk Tesla, Paul Newman Foods, Colonel Sanders KFC, Kate Hudson Vodka/Workout Pants, Rachel Ray Dog treats SYMBOL Visual Hammer Examples - Nike Swoosh, Mercedes Peace sign, Micky Mouse Ears Disney, Mac Apple, Twitter Blue Bird CELEBRITY Visual Hammer Examples - Cosby & Pudding Pops, Keanu Reeves Square Space ANIMAL Visual Hammer Examples - Aflac Duck, Geico Gecko, Chucky Cheese, Twitter Blue Bird, WWF Panda HERITAGE Visual Hammer Examples - Wells Fargo, Ford Cars, USAA insurance SHOW MERCH: Get Your Own Idea Diary https://www.amazon.com/dp/0991338839 Idea Diary is a guided journal that keeps your ideas chronicled and archived. This bright teal hardcover book is an idea organizational system, as well as gorgeous book decor! If you liked today's show, you can always BUY ME COFFEE: https://gumroad.com/l/VazlaO Thank you so much for listening today! #BusinessLifestyle #LauraRies #VisualHammer "Idea Diary" is a business lifestyle podcast about creative entrepreneurship. "Idea Diary" focuses on building creative businesses, and chronicles how Valerie Aiello uses multiple skills to create products, illustrations, film, music, and businesses. SHOW DISCLAIMER: EVERY INDIVIDUAL'S OBSTACLES AND SOLUTIONS ARE UNIQUE. THESE TIPS ARE SUGGESTIONS ONLY TO IMPLEMENT IN YOUR SUITABLE OWN WAY. THIS IS NOT LEGAL ADVICE. THIS IS NOT FINANCIAL ADVICE. — Valerie Aiello is a multi-hyphenate brand expert from Austin, Texas. — Website: https://www.valerieaiello.com — Subscribe to follow my business journey! --- Support this podcast: https://anchor.fm/valerieaiello/support

In Episode 217 of Idea Diary - Today, I ramble about Al Ries and Laura Ries' book, “11 Immutable Laws of INTERNET Branding” from 2000! SHOW MERCH: Get Your Own Idea Diary https://www.amazon.com/dp/0991338839 Idea Diary is a guided journal that keeps your ideas chronicled and archived. This bright teal hardcover book is an idea organizational system, as well as gorgeous book decor! If you liked today's show, you can always BUY ME COFFEE: https://gumroad.com/l/VazlaO Thank you so much for listening today! #BusinessLifestyle #AlRies #LauraRies "Idea Diary" is a business lifestyle podcast about creative entrepreneurship. "Idea Diary" focuses on building creative businesses, and chronicles how Valerie Aiello uses multiple skills to create products, illustrations, film, music, and businesses. SHOW DISCLAIMER: EVERY INDIVIDUAL'S OBSTACLES AND SOLUTIONS ARE UNIQUE. THESE TIPS ARE SUGGESTIONS ONLY TO IMPLEMENT IN YOUR SUITABLE OWN WAY. THIS IS NOT LEGAL ADVICE. THIS IS NOT FINANCIAL ADVICE. — Valerie Aiello is a multi-hyphenate brand expert from Austin, Texas. — Website: https://www.valerieaiello.com — Subscribe to follow my business journey! Gumroad: https://gumroad.com/valerieaiello Medium: https://medium.com/@valerieaiello Youtube: https://www.youtube.com/valerieaiello LinkedIn: https://www.linkedin.com/in/valerieaiello/ Twitter: https://twitter.com/valerieaiello Facebook: https://www.facebook.com/valerieaiello Instagram: http://instagram.com/valerieaiello/ --- Support this podcast: https://anchor.fm/valerieaiello/support

In Episode 213 of Idea Diary - Today, I ramble about Al Ries and Laura Ries' book, “The 22 Immutable Laws of Branding How to Build a Product Or Service Into a World-Class Brand” 1. The Law of Expansion 2. The Law of Contraction 3. The Law of Publicity 4. The Law of Advertising 5. The Law of the Word 6. The Law of Credentials 7. The Law of Quality 8. The Law of the Category 9. The Law of the Name 10. The Law of Extensions 11. The Law of Fellowship 12. The Law of the Generic 13. The Law of the Company 14. The Law of Subbrands 15. The Law of Siblings 16. The Law of Shape 17. The Law of Color 18. The Law of Borders 19. The Law of Consistency 20. The Law of Change 21. The Law of Mortality 22. The Law of Singularity SHOW MERCH: Get Your Own Idea Diary https://www.amazon.com/dp/0991338839 Idea Diary is a guided journal that keeps your ideas chronicled and archived. This bright teal hardcover book is an idea organizational system, as well as gorgeous book decor! If you liked today's show, you can always BUY ME COFFEE: https://gumroad.com/l/VazlaO Thank you so much for listening today! #BusinessLifestyle #ClassicBranding #Immutable "Idea Diary" is a business lifestyle podcast about creative entrepreneurship. "Idea Diary" focuses on building creative businesses, and chronicles how Valerie Aiello uses multiple skills to create products, illustrations, film, music, and businesses. SHOW DISCLAIMER: EVERY INDIVIDUAL'S OBSTACLES AND SOLUTIONS ARE UNIQUE. THESE TIPS ARE SUGGESTIONS ONLY TO IMPLEMENT IN YOUR SUITABLE OWN WAY. THIS IS NOT LEGAL ADVICE. THIS IS NOT FINANCIAL ADVICE. — Valerie Aiello is a multi-hyphenate brand expert from Austin, Texas. — Website: https://www.valerieaiello.com — Subscribe to follow my business journey! --- Support this podcast: https://anchor.fm/valerieaiello/support

From the point of view of Darwin from hundreds of years ago in The Origin of Species, Al Ries takes the biological concept and converted it to an entrepreneurial one, in The Origin of Brands. A lot of people think a brand is just a name, but it's all sorts of things. What a truly good brand is, is no more than something that exists in the mind of the consumer. The only brands that are worth something, are brands that people have put inside their minds.   Join host Raymond Aaron on the Wealth Creator Source Podcast brought to you by Respark Your Life. Today Raymond will be speaking to Al Ries,  who is a world-famous author who wrote The 22 Immutable Laws of Marketing, as well as countless other books, like, Positioning the Battle For Your Mind, Marketing Warfare, and The Origin of Brands.   Expert Action Steps: Ask yourself: what is the category of what I am doing? Come up with a shockingly unique, and different brand name. Get out there and make it happen, make use of marketing and PR.   Guest bio: Al Ries is an American marketing professional and author. He is the co-founder 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. Ries was selected as one of the most influential people in the field of public relations in the 20th century by PR Week magazine in 1999. Ries has also written a number of books that have made the Business Week bestseller list on a number of occasions.

What is Positioning? Positioning is a concept that starts with the mind of the prospect. Most companies or individuals market products by themselves, they talk about who they are, what they are, what their products are, and how good they are. But positioning is a device that says, don't forget about yourself, forget about your product, forget about who you are and what you are, start with the mind of the prospect and see if you can find an open hole or position that you can fill in the mind, and when you do that, you can become very successful.   Join host Raymond Aaron on the Wealth Creator Source Podcast brought to you by Respark Your Life. Today Raymond will be speaking to Al Ries, a world-famous author, who has changed the course of entrepreneurship and business for decades. In his 40-year career as a marketing and branding expert, who has transformed the industry by pioneering the concept of positioning. He has changed the world, and the way people think, to not just sell off the market anymore, we brand and position now.    Expert Action Steps: What position do you own in the mind of your prospects? What position do we want to own in the mind of a prospect? How do you go about doing that?   Guest bio: Al Ries is an American marketing professional and author. He is the co-founder 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. Ries was selected as one of the most influential people in the field of public relations in the 20th century by PR Week magazine in 1999. Ries has also written a number of books that have made the Business Week bestseller list on a number of occasions.

You don't win by being better; you win by being different. Laura Ries is an expert marketing strategist and author whose 25 years of work have given her a clear, focused perspective on what works, and what doesn't when it comes to branding. In this episode, she shares the keys to a great brand and how to take advantage of this unique time in history to re-examine your current brand and refresh the message for today's world. Resources: The Visual Hammer by Laura Reis Battlecry by Laura Reis Laura Reis Website: Reis.com As Laura mentioned earlier, you don’t win by being better, you win by being different. So what makes your company different? If you’re for everyone, you’re for no one. With the volume of information we are exposed to each day, the power of your marketing lies in the potency of the message and the precision of the audience. Have you defined your unique audience? Do you have a unique message to that audience, or are you just blending in with the noise? Syrup is the brand and marketing agency that grows B2B companies in revenue and maturity - helping you by finding your unique message and audience. Visit syrupmarketing.com for more.

Our episode guest is Laura Ries, president at Ries & Ries. Laura is a branding guru and the bestselling author of “The Fall of Advertising & the Rise of PR.”Five things you’ll learn from this episode:Why should I lead with PR before advertising when launching a campaign or brand?What is the importance of brand positioning?Why should companies try to go “all in” when launching a brand? What are some brand hits and misses when it comes to brand positioning? Why should only well-established brands spend money on advertising? Quotables“The best thing for news value are new categories because really people don’t care about brands. They care about categories, and that’s what the media covers.” — @lauraries“Intentionally not doing advertising when you’re launching a brand is actually incredibly important.” — @lauraries“One of the reasons brands take so long and why PR is so essential: it’s because it takes time to get in the mind.” — @lauraries“Staying safe isn’t how you get in the mind of the consumer. It’s not how you engage with them. Being all in is the way to go.” — @laurariesIf you enjoyed the episode, would you please leave us a review?Contact info and resources:Twitter: @laurariesLinkedIn: https://www.linkedin.com/in/lauraries/Website: ries.comBooksThe Fall of Advertising and the Rise of PRVisual Hammers Additional Resources:ReviewMaxer: http://reviewmaxer.comAxia Public Relations: https://www.axiapr.com/ About your host Jason MuddOn Top of PR host, Jason Mudd, is the CEO and managing partner of Axia Public Relations. He is a trusted adviser and dynamic strategist for some of America’s most admired brands. Since 1994, he's worked with American Airlines, Budweiser, Dave & Buster’s, H&R Block, Hilton, HP, Miller Lite, New York Life, Pizza Hut, Southern Comfort, and Verizon. He founded Axia in 2002.Presented by: ReviewMaxer, the platform for monitoring, improving, and promoting online customer reviews.Support the show (https://www.buymeacoffee.com/OnTopofPR)

It's one of my favorite non-fiction books of all time: "The 22 immutable laws of branding by Laura and Al Ries". It first came out in the late 90's – but it's still on point today and the 22 laws still apply, they're truly immutable. In this episode (in English) I speak to Co-Author and branding expert Laura Ries about the book, about Branding, and what has changed since "The 22 immutable Laws" first came out ...

Knjiga "22 nepromjenjiva zakona brendinga" prezentira principe brendinga kroz primjere nekih od najvećih svjetskih brandova, poput Rolexa, Volva i Heinekena, s potpisom marketinga gurua Al Riesa i njegove kćerke Laure Ries. Ries tvrdi da je jedini način da se istaknete na današnjem tržištu izgradite svoj proizvod ili uslugu u BREND. U ovoj lektiri prezentirane su upute kako to (ne) činiti. 22 nepromenljiva zakona brendinga osnovni su temelj za izgradnju branda svjetske klase koji dominira svojom kategorijom. Iako je knjiga prvi puta objavljena 1998. godine, ako je vjerovati autorima i naslovu knjige ("nepromijenjivi"), isti vrijede i danas. Možda se mijenjaju kanali komunikacije, no principi na kojima brending počiva, temelj su uspjeha svakog branda. Povezani sadržaj:  L007 – Surove Strasti lektira: Duct tape marketing // John Jantsch L021 – Surove strasti lektira: Positioning: The Battle for Your Mind // Al Ries & Jack Trout L022 – Surove strasti lektira: 22 Nepromijenjiva zakona Marketinga // Al Ries & Jack Trout Sve lektire Surovih Strasti nalaze se OVDJE. Pišite feedback, Saša Tenodi 22 nepromijenjiva zakona brendinga: Zakon ekspanzijeZakon kontrakcijeZakon publicitetaZakon oglašavanjaZakon (ključne) riječiZakon uvjerenjaZakon kvaliteteZakon kategorijeZakon imena/nazivaZakon ekstenzijeZakon "drugarstva" (fellowship)Zakon generičnostiZakon kompanijeZakon podbrandingaZakon "rođaka"Zakon oblikaZakon bojeZakon granica Zakon konzistencijeZakon promjeneZakon smrtnostiZakon jedinstvenosti PREPORUKE ZA LAKŠE I UGODNIJE SLUŠANJE SUROVIH STRASTI: Tri načina kako slušati podcastKako slušati podcast u autu koji nema Mp3 playerTop lista najslušanijih epizoda

ARE YOU POSITIONED FOR GREATNESS?   On today's episode, Laura Ries joins the show to chop it up about the power of branding behind Christian Louboutin, RedBull, the number one + biggest mistake people make when it comes to success, and more.    THIS EPISODE IS BROUGHT TO YOU BY ACADIUM: http://click.acadium.com/SHb   To connect with Laura, check her out here: Twitter - https://twitter.com/lauraries LinkedIn - https://www.linkedin.com/in/lauraries/ https://www.ries.com/   Grab Laura's Books here: https://www.amazon.com/Laura-Ries/e/B001IGLSWY%3Fref=dbs_a_mng_rwt_scns_share   Find Me On Social: Instagram -  https://www.instagram.com/matt_lebris/ Twitter -  https://twitter.com/Matt_LeBris LinkedIn -  https://www.linkedin.com/in/mlebrisnyc/ Facebook - https://www.facebook.com/TheMattLeBris/ www.mattlebris.com   Rate, Subscribe and Share!

This is the first of several "mini episodes" of How Brands Are Built. Hopefully, you saw this mentioned on social media or in the newsletter: between now and the next season (TBA), I'll release a few short episodes on a range of topics—no consistent through-line, just some interesting, snack-sized branding content. I reached out on Instagram, Twitter, LinkedIn, and Facebook asking for feedback on which mini episodes would be most interesting or useful. If you’re one of the many people who weighed in, thank you! And now that the results are in, I'm happy to share this first mini episode, all about careers in branding. I've spent some time reviewing interviews from the past two seasons, looking at the advice guests gave, and grouping them into themes. I've boiled it down to six pieces of advice broken out across three categories: Category 1: Where you work Surround yourself with good people—it’s more important than getting to work on cool, big brands, especially when you’re just getting started. And it might mean starting out at a smaller agency, where you could have more exposure to clients and experienced coworkers. Category 2: How you work Master the basics, such as running an interview, presenting, and writing, as well as gaining a basic understanding of how business works. Pick a lane; for example, research or analytics. See the big picture—always think about the problem you’re trying to solve for the client. Know that saying, “To a hammer, every problem looks like a nail”? Don’t be a hammer. Category 3: Why you work Get out there—experience new things Enjoy what you do This episode goes into more detail on each of the six pieces of advice, with clips, quotes, and insights from interviews with: Jeremy Miller of Sticky Branding Ken Pasternak of Two by Four Fabian Geyrhalter of FINIEN Caren Williams, independent brand consultant Dennis Hahn of Liquid Agency Ana Andjelic, strategy executive and doctor of sociology Alan Brew of BrandingBusiness Myra El-Bayoumi of Character Denise Lee Yohn, author of What Great Brands Do and Fusion Tim Riches of Principals Erminio Putignano of PUSH Collective Allen Adamson of Metaforce Gareth Kay of Chapter Adam Morgan of eatbigfish Laura Ries of Ries & Ries Marty Neumeier of Liquid Agency (and author of Brand Gap and Zag) David Aaker of Prophet (and author of Building Strong Brands and Brand Portfolio Strategy)

En este episodio abordo el libro de Al y Laura Ries llamado las 22 leyes inmutables de la marca (McGraw Hill), un libro para conocer más de branding y creación de marcas. En esta primera parte abordo las primeras 11 leyes: 12. Ley del genérico 13. Ley de la empresa 14. Ley de las submarcas 15. Ley de los hermanos 16. Ley de la forma 17. Ley del color 18. Ley de las fronteras 19. Ley de la coherencia 20. Ley del cambio 21. Ley de la mortalidad 22. Ley de la singularidad

En este episodio abordo el libro de Al y Laura Ries llamado las 22 leyes inmutables de la marca (McGraw Hill), un libro para conocer más de branding y creación de marcas. En esta primera parte abordo las primeras 11 leyes: 12. Ley del genérico 13. Ley de la empresa 14. Ley de las submarcas 15. Ley de los hermanos 16. Ley de la forma 17. Ley del color 18. Ley de las fronteras 19. Ley de la coherencia 20. Ley del cambio 21. Ley de la mortalidad 22. Ley de la singularidad

En este episodio abordo el libro de Al y Laura Ries llamado las 22 leyes inmutables de la marca (McGraw Hill), un libro para conocer más de branding y creación de marcas. En esta primera parte abordo las primeras 11 leyes: 1. Ley de la expansión 2. Ley de la concentración 3. Ley de la comunicación 4. Ley de la publicidad 5. Ley de la palabra 6. Ley de las credenciales 7. Ley de la calidad 8. Ley de la categoría 9. Ley del nombre 10. Ley de las extensiones 11. Ley del compañerismo

En este episodio abordo el libro de Al y Laura Ries llamado las 22 leyes inmutables de la marca (McGraw Hill), un libro para conocer más de branding y creación de marcas. En esta primera parte abordo las primeras 11 leyes: 1. Ley de la expansión 2. Ley de la concentración 3. Ley de la comunicación 4. Ley de la publicidad 5. Ley de la palabra 6. Ley de las credenciales 7. Ley de la calidad 8. Ley de la categoría 9. Ley del nombre 10. Ley de las extensiones 11. Ley del compañerismo

Do you want more free audiobook summaries like this? Download our app for free at QuickRead.com/App and get access to hundreds of free book and audiobook summaries. Learn how to build a product or service into a World-Class Brand. Imagine walking into a pharmacy in search of a new shampoo. As you browse the shelves, you’re met with countless options. How do you know which one to choose? In today’s world, we are bombarded with products and it’s becoming increasingly harder to create a product that stands out on the shelves. Now, thanks to marketing gurus Al and Laura Ries, you can learn about the success of some of the biggest brands in the world, including Rolex, Volvo, and Coca-Cola. With step-by-step guides on how to stand out, the key to building a successful business is in the branding. As you read, you’ll learn about The 22 Immutable Laws of Branding used by some of the most successful companies in the world. Learn everything including how to choose a company name, how to design an effective logo, and even how brands make critical errors that only diffuse their power and quality.

En este episodio la recomendación de libros es La Caída de la Publicidad y el Auge de las Relaciones Públicas, de Al y Laura Ries, uno de los libros clave de las relaciones públicas modernas para construir una marca.

En este episodio la recomendación de libros es La Caída de la Publicidad y el Auge de las Relaciones Públicas, de Al y Laura Ries, uno de los libros clave de las relaciones públicas modernas para construir una marca.

Laura Ries is an advertising and branding consultant at her firm, Ries & Ries since 1994. She has also been a television personality and has been invited to be a commentator on contemporary branding news for television and written publications. 

Today's Flash Back Friday comes from Episode 136, originally published in February 2014. Al Ries & his daughter Laura Ries have been working together as focusing consultants for 18 years. Ries & Ries was founded in New York in 1994. Three years later, Al & Laura relocated to Atlanta, Georgia.But the Ries team spends most of its time on the road consulting with top corporations around the world from Microsoft to Ford, Disney, Merck, Frito-Lay, and many others. The dynamic duo and bestselling authors have been profiled by Business Week, Marketing News, Advertising Age, The Wall Street Journal, Atlanta Journal-Constitution, and countless other domestic & international publications. Al first rose to fame in 1972 when a series of three articles on a new concept called “Positioning” authored by Al Ries & Jack Trout appeared in Advertising Age. The positioning idea took the ad world by storm and was voted by AdAge as one of the 75 most important advertising ideas of the past 75 years. In 1981, the Positioning book was published and has since sold well over 1 million copies. The book has sold over 400,000 copies in China alone. The two authors also wrote Marketing Warfare, Bottom-Up Marketing, Horse Sense and The 22 Immutable Laws of Marketing. More recently, Al & Laura have written six books together and have continued to rattle the establishment by breaking with traditional conventions. Website: www.Ries.com

Branding is the cornerstone of communicating to the clients you desire. Laura Ries joins Tom to discuss her pioneering work helping businesses build brands. Find out how CPA businesses of any size can create the right brand that helps capture market share.

Max Wittrock ist Mitgründer und „Außenminister“ des Passauer Startups mymuesli. Er hat Jura studiert, nebenbei eine journalistische Ausbildung gemacht, fühlt sich jetzt im Herzen als Geschichtenerzähler und findet alle Touchpoints gleich wichtig. Mit seinen zwei Partnern Hubertus Bessau und Philipp Kraiss hat der leidenschaftliche Retail-Fan mymuesli in 2007 gegründet und zum Vorzeige-Food-Startup in Deutschland aufgebaut. Er erzählt wie er sich dank Autoren wie Al und Laura Ries, Malcolm Gladwell, Frédéric Laloux, Tom Wainwright und Daniel Kahneman immer weiterbildet und sich von den außergewöhnlichen Einzelhandelskonzepten von Helmut Lang, Prada und Damien Hirst begeistern lässt.

Today it seems that everyone is an overnight marketing "expert".Watch this episode! For me, I know what I know due to years of message crafting with thousands of broadcasting clients across a myriad of industries. I am more of a "what is your big idea and how do we boil it down to the simplest way to say it?" marketing "expert". Much of my expertise derives from a series of books that still have an impact on me today.Laura Ries of the legendary marketing powerhouse Ries and Ries carries that legacy on today. Beginning with "The 22 Immutable Laws of Marketing", Ries' principles have shaped what we know as marketing long before "branding" became the massive buzzword that it is today.Follow Laura:@lauraries www.ries.com   Follow Jim: @jimmccarthyvos www.jimmccarthyvoiceovers.com  

The concept of brand positioning was introduced to the marketing and advertising world in the 70s and 80s by Al Ries and Jack Trout in a series of Ad Age articles and a subsequent book titled Positioning: The Battle for Your Mind. (If you haven't read it, Positioning is definitely recommended reading for anyone in the branding world.) Today's episode features Laura Ries. Laura is Al Ries's daughter, and has been his business partner for 25 years at their consulting firm, Ries & Ries, where they advise clients such as Disney, Ford, Frito-Lay, Papa John's, Samsung, and Unilever. Laura is a bestselling author in her own right. She's co-authored five books with Al, including The 22 Immutable Laws of Branding, and she's also written her own books: Visual Hammer and Battlecry. We discuss both during the episode. Laura and I start with her definition of brand positioning (it's about "owning an idea in the mind"), and the introduction of an illustrative example we come back to again and again during the conversation: Red Bull. Laura says Red Bull "owns the energy drink category because it is the leader," while Monster Energy Drink positioned itself as the opposite of Red Bull by launching with a much larger can. 5-hour Energy, on the other hand, created their own, related category by positioning as an "energy shot." Throughout the course of the conversation, Laura presented her six principles of positioning: Find an open hole. "If somebody owns a position, you're not going to take it away from them. You have to look for another open hole that you can take advantage of...by being the opposite of the leader." Narrow the focus. "Too often, brands and companies, they want to be everything to everybody." The name is so important and significant. "Not just the brand name but the category name." Visual hammer. "Not just a pretty logo or a person-the product itself can be the visual [hammer]. It's something that communicates an idea about the brand." Verbal battlecry. "Not just a slogan, although it might be a slogan or tagline, but it's really the battlecry that'll be used both internally and externally to really understand the brand." PR, not advertising, is what builds brands. "New brands and new categories have more news value to them. That's where new brands need to leverage that opportunity for PR." To learn more about Laura, her books, and her consulting services, visit visit www.ries.com. You'll find some great content on her blog, and more information on their consulting practice. With the exception of an upcoming, revised edition of Positioning, all the books we mentioned on the episode are available online: Positioning: The Battle for Your Mind The 22 Immutable Laws of Branding Visual Hammer Battlecry Below, you'll find the full transcript of the episode (may contain typos and/or transcription errors). Click above to listen to the episode, and subscribe on Apple Podcasts or elsewhere to hear every episode of How Brands Are Built. Episode sponsors Squadhelp. To begin a business name contest with hundreds of business naming experts, check out their services to get a fresh perspective on your company. Rev.com. Rev offers fast, reliable, and accurate audio transcriptions. Right now, Rev is offering listeners $10 off their first order. Follow this link for your $10-off coupon.

“How we treat employees relates to how they become brand ambassadors.” Your employees — your people — are one of your biggest brand assets. However, they can only do this if they’re engaged. As the Chief Human Resources Officer at an award-winning financial institution, Shawn Premer knows how organizations can harness their people power. We discussed employee engagement and culture on this week’s episode of the On Brand podcast presented by Twenty20. About Shawn Premer Consumers Credit Union has 300 employees, over $900 million in assets and is headquartered in Kalamazoo, Michigan. Shawn Premer is responsible for providing leadership in establishing and implementing strategic human resource strategies. Shawn’s primary focus is on employee and member engagement. Consumers is proud of its 98% member satisfaction rate, it’s over 11 years of recognition as one of West Michigan’s 101 Best & Brightest Companies and 4 years of being recognized Nationally as a 101 Best & Brightest Company! In addition, Consumers has been honored as a 101 Best & Brightest in Wellness Employer in Michigan and a Healthiest 100 Employer Nationally. Shawn holds a bachelor’s degree in Business Management from Northwood University and an MBA with a focus in Global Business Studies from Cornerstone University. Shawn also holds SPHR, SHRM-SCP, and Certified Corporate Wellness Specialist (CCWS) certifications. A wife of 24 years and a mother of three, Shawn is also an avid runner and yogi. In 2016 she was honored as Michigan’s Top HR Professional by the Michigan Council of SHRM. She also serves on the executive council for Michigan Chapter of Society of Human Resource Management (SHRM), the board of Southwest Michigan First, the board of Senior Services of Southwest Michigan where she chairs the Human Resource Executive Committee. In addition to the organizations listed above Shawn also founded and chairs the Kalamazoo Area Wellness Networking group, which includes 20 area organizations who come together to share wellness best practices. Episode Highlights Employee engagement is great but … aren’t people scary? Won’t they say or do something on behalf of our brand that we won’t like? Sure, “you’re going to have some bad employee interactions but you have to make sure that you have more good than bad.” That’s why consumers is focused on wellness and creating a family environment at work. What does that mean? No negative water cooler talk. One policy Shawn has put into place at Consumers is banning negative conversations about other people. Instead, employees are encouraged to talk through challenging issues. “This same philosophy applies to interacting with members.” How can an organization currently doing nothing get started with employee engagement? “Listen,” Shawn reminds us is the first step. From there, she encourages organizations to ask three questions: (1) What makes you excited to get out of bed every morning and come here to work? (2) Conversely, what makes you want to hit the snooze button in the morning? (3) What would keep you here forever? The worst thing you can do? “The worst thing you can do is to ask these questions (above) and do nothing. Be ready to act.” Form a small, cross-functional team to analyze and take action. What brand has made Shawn smile recently? Proctor and Gamble’s recent “moms ad” at the Winter Olympics made Shawn smile by connecting with her emotionally.  To learn more, connect with Shawn on LinkedIn and Twitter. You can also visit the Consumers Credit Union website. As We Wrap … Before we go, I want to flip the microphone around to our community … On Brand “Super Fan” Sean Carpenter gave us a shout on Twitter for our recent episode with branding legend Laura Ries. Thanks for listening! Did you hear something you liked on this episode or another? Do you have a question you’d like our guests to answer? Let me know on Twitter using the hashtag #OnBrandPodcast and you may just hear your thoughts here on the show. Thanks again to our sponsor Twenty20. Your source for on brand photography for your brand. You can get five photos with Twenty20’s one-week free trial at Twenty20.com/OnBrand. Subscribe to the podcast – You can subscribe to the show via iTunes, Stitcher, TuneIn, and RSS. Rate and review the show – If you like what you’re hearing, head over to iTunes and click that 5-star button to rate the show. And if you have a few extra seconds, write a couple of sentences and submit a review. This helps others find the podcast. OK. How do you rate and review a podcast? Need a quick tutorial on leaving a rating/review in iTunes? Check this out. Until next week, I’ll see you on the Internet!

“The tactics have changed but the strategy of owning and building a brand hasn’t.” Laura Ries can share first hand how branding has stood the test of time. “It’s why some rise and others don’t — it’s the brand.” Together with her father, positioning pioneer Al Ries, Laura authored some of the seminal branding texts of our time including The 22 Immutable Laws of Branding. We discussed positioning, visuals, slogans, and more on this week’s episode of the On Brand podcast presented by Twenty20. About Laura Ries Laura Ries is an internationally recognized branding expert, best-selling author and television personality. After graduating from Northwestern University in the top 2% of her class, she worked at TBWA Advertising before partnering with her father and positioning pioneer Al Ries. Al and Laura founded Ries & Ries consulting in New York in 1994. In 1997, Ries & Ries relocated to Atlanta, GA. Together the dynamic duo consults with companies around the globe including Disney, Ford, Frito-Lay, Papa John’s Pizza, Samsung and Unilever on branding and marketing strategy. Laura has co-authored five books with Al including The 22 Immutable Laws of Branding, The Fall of Advertising & the Rise of PR, The Origin of Brands, and War in the Boardroom. Laura’s first solo book, Visual Hammer has been translated into the Chinese, Russian, Turkish, Polish, and German languages. Words alone can’t build a brand, driving an idea into the mind is best done with the emotional power of a visual. Her latest book Battlecry complements Visual Hammer by outlining five strategies for improving the effectiveness of a company’s slogan or tagline. In addition to her consulting assignments and corporate speeches, Laura is a frequent guest on major television programs from the Today Show to Squawk Box. She appears regularly on Fox News, Fox Business, CNBC, CNN, and HLN. Episode Highlights The more things change, the more they stay the same. As co-author of a landmark book on branding, I was eager to ask Laura how her work has stood the test of time — and rapids media shifts. “Positioning is owning an idea in the mind of the customer. The tactics of how that happens have changed but the strategy of owning and building a brand hasn’t.” What startups and emerging brands have in common with airplanes. “Companies and brands are like airplanes. You spend 110% to get off the runway but once you’re in the air it’s not hard. Startups and small companies are like brands on the runway.” Using visuals to hammer home your brand’s big idea. From Coke’s iconic contoured bottles to Colonel Sanders, strong brands are built with icons, or visual hammers as Laura describes in her book of the same name. Why are visuals so appealing? “They appeal to both the left and right brain. You can further hammer that home with your advertising.” Words matter. From slogans to taglines, Laura admitted that brand strategists like us have muddied the lexicon of labels. That’s why in her book on brand language she focuses on the idea of a battlecry. “It has to get you up and excited.” It also has to say something relevant. She pointed us to Little Caesar’s whose battle cry, “Pizza! Pizza!” built upon their strategic positioning of two pizzas for the price of one. What brand has made Laura smile recently? First, Laura asked the million-dollar question. “Is it a good or a bad smile?” After a laugh, Laura noted that Tommy John, the underwear brand that promises “no adjustment needed,” has made her smile — particularly as a mother of teenage boys. I can relate! To learn more, go to ries.com. As We Wrap … Before we go, I want to flip the microphone around to our community … Steve Hutt gave us a shout on Twitter for several of our recent episodes. Thanks for listening! Did you hear something you liked on this episode or another? Do you have a question you’d like our guests to answer? Let me know on Twitter using the hashtag #OnBrandPodcast and you may just hear your thoughts here on the show. Thanks again to our sponsor Twenty20. Your source for on brand photography for your brand. You can get five photos with Twenty20’s one-week free trial at Twenty20.com/OnBrand. Subscribe to the podcast – You can subscribe to the show via iTunes, Stitcher, TuneIn, and RSS. Rate and review the show – If you like what you’re hearing, head over to iTunes and click that 5-star button to rate the show. And if you have a few extra seconds, write a couple of sentences and submit a review. This helps others find the podcast. OK. How do you rate and review a podcast? Need a quick tutorial on leaving a rating/review in iTunes? Check this out. Until next week, I’ll see you on the Internet!

Laura Ries is a leading marketing strategist, bestselling author and television personality. In 1994, Laura founded Ries & Ries, a consulting firm with her father and partner Al Ries, the legendary Positioning-pioneer. Together they consult with companies around the world on brand strategy. In addition, they have traveled to over 60 countries from Chile to China and India to Indonesia teaching the fundamental principles of marketing. With Al, Laura is the co-author of five books on branding that have been worldwide bestsellers. Her first solo book, Visual Hammer will be released in March 2012. Visit Ries.com for more info. Laura is a frequent marketing analyst on major news programs from the O’Reilly Factor to Squawk Box. She regularly appears on Fox News, Fox Business, CNBC, CNN, HLN, and is frequently quoted by the Associated Press, Bloomberg, The Wall Street Journal and other news outlets. In addition, Laura writes her own popular blog RiesPieces.com. A graduate of Northwestern University in Evanston, Illinois Laura earned her degree “with highest distinction” from Northwestern’s School of Speech, finishing in the top 2% of her class. Along with her father Al Ries, the two have co-authored five books together: The 22 Immutable Laws of Branding (1998), The 11 Immutable Laws of Internet Branding (2000), The Fall of Advertising & the Rise of PR (2002), The Origin of Brands (2004), and War in the Boardroom (2009). In 2008, the Atlanta Business Chronicle named Laura a top 40 under 40. In 2009, the readers of Advertising Age voted The 22 Immutable Laws of Branding as the third most important marketing book of all time. (The number one book was Positioning written by her father.) In 2002, Business 2.0 magazine named Laura a “management guru” and issued trading cards with her picture and statistics on them. http://www.ries.com https://twitter.com/lauraries https://www.facebook.com/LauraRiesOfficial

On this episode of the Success to Go! podcast, host Christopher Tompkins welcomes best-selling author and media personality Laura Ries who shares her insights on to why Positioning is an idea that should not be ignored!  In 1994, Laura founded Ries & Ries, a consulting firm with her father and partner Al Ries, the legendary Positioning-pioneer. Together they consult with companies around the world on brand strategy. In addition, they have traveled to over 60 countries from Chile to China and India to Indonesia teaching the fundamental principles of marketing. With Al, Laura is the co-author of five books on branding that have been worldwide bestsellers. Her first solo book was Visual Hammer. Her latest book Battlecry was published in September 2015. Laura is a frequent marketing analyst on major news programs from the O’Reilly Factor to Squawk Box. She regularly appears on Fox News, Fox Business, CNBC, CNN, HLN, and is frequently quoted by the Associated Press, Bloomberg, The Wall Street Journal and other news outlets. In addition, Laura writes her own popular blog RiesPieces.com. Learn more about Laura on her website here: www.ries.com  To learn more about Christopher Tompkins and The Go! Agency, visit them online here: www.thegoagencyusa.com

Robert says demography is destiny. If you know who your customers are, where your customers are, and if your customers are growing or shrinking, it gives you the greatest chance to succeed. The next step is positioning your product. Find out how to analyze your customers, and market to them when Ken Gronbach and Laura Ries join Robert and Kim. Learn more about your ad choices. Visit megaphone.fm/adchoices

The daughter of positioning pioneer, Al Ries, Laura Ries is President of Ries & Ries, a best-selling author and a sought after branding analyst for many prominent media outlets. Following the passion for branding held by her father, Laura Ries has helped many large corporations build their brand by narrowing their focus and owning a word in the customers mind. In this episode of Expert Opinion from February 2012, Ryan Rieches sits down with Laura Ries to explore the content of her latest book, Visual Hammer. Ries explains that in a world saturated with messages, it is often difficult getting the attention of your audience with words alone and a Visual Hammer is what ultimately gets remembered.

Ries & Ries was founded in New York in 1994. Three years later, Al & Laura relocated to Atlanta, Georgia. But the Ries team spends most of its time on the road consulting with top corporations around the world from Microsoft to Ford, Disney, Merck, Frito-Lay, and many others Laura Ries joins Social Geek Radio hosts Deb Evans and Jack Monson to discuss brand positioning.

“…Branding is all about getting into the mind of the consumer…” ~Laura Ries In this episode I interviewed Laura Ries discussing #Branding Laura Ries is a leading brand strategist, bestselling author, sought-after-speaker and television personality. Laura is President of Ries & Ries based in Atlanta, Georgia. She has been working for 20 years with her father and partner Al Ries, the legendary Positioning-pioneer. Together they consult with companies around the world on brand. They have traveled to over 60 countries from Chile to China and India to Indonesia teaching the fundamental principles of branding. Laura and Al have written five books together: The 22 Immutable Laws of Branding (1998), The 11 Immutable Laws of Internet Branding (2000), The Fall of Advertising & the Rise of PR (2002), The Origin of Brands (2004), and War in the Boardroom (2009). Visual Hammer (2012) is her first book on her own. Laura is a frequent branding analyst on major news programs from the O’Reilly Factor to Squawk Box. She regularly appears on Fox News, Fox Business, CNBC, CNN, HLN. In addition, Laura writes her own popular blog RiesPieces.com. In 2008, the Atlanta Business Chronicle named Laura a top 40 under 40. In 2009, Advertising Age asked its readers “What’s the best book you’ve ever read on marketing?” The 22 Immutable Laws of Branding as the third most important marketing book of all time was voted number three. (The number one book was Positioning written by her father.) In 2002, Business 2.0 magazine named Laura a “management guru” and issued trading cards with her picture and statistics on them. Recommended Books Visual Hammer Rebrand: The Ultimate Guide to Personal Branding Reputation Management: 99 Ways to Build and Boost Your Brand Visibility  

Hi, welcome to the online marketing show, this is Joey Bushnell and welcome to the online marketing news. First off, retargeting platform Perfect Audience announced perfect audience connect this week. This is where you can team up with other marketers and cross promote to each other's visitors, not only can you retarget your own website visitors but now you can show ads to the visitors of your partners websites so now you reach new people not just the same ones over and over again. AOL have released a new native ads for mobile unit. It will be exclusively for mobile sites and apps and the ads will be shown on AOL owned properties, places you probably didn't know AOL even owned like techcrunch and the huffington post. If you're into media buying it could be worth testing out. LinkedIn is launching two new partner programs... Sponsored updates partners and content partners. The sponsored updates program is designed to help you reach a your target audience on LinkedIn better and the content partners program aims to help companies find good original content producers to create content for them. Twitter has rolled out a new web profile which is now available to everyone. It has a new best tweet section, a pinned tweet feature and a filtered tweet feature. Your tweets that attracted the most engagement will appear larger than normal. It also has space for a larger profile picture and cover photo. Twitter has also released a new ad unit called website cards. It shows an image, some text, a call to action and a when users click they will land on a page on your website. This is a good thing for us advertisers, it means more real estate to play with, we aren't limited to boring plain text, 140 characters tweets with this kind of ad. And for UK Twitter advertisers, Twitter have improved their Geo Targeting options adding 9 regions in the UK... North West England, Yorkshire and The Humber, East England, West Midlands, South East England, South West England, North East England and the East Midlands. And they have still kept all the old ones too... London, Birmingham, Glasgow, Leeds, Liverpool-Manchester. Pinterest have announced guided search will help mobile app users find what they are looking for faster by adding relevant sub categories to the search results. This is just another reason for us marketers to make sure our pins and boards are all tagged and formatted correctly or they won't be found. Google have added 3 new features for app advertisers. In-app install ads can now target users on the display network based on previous apps they have installed and their usage of those apps. YouTube trueview companion for apps allows advertisers to show a video with a clickable call to action to download their app directly underneath and app deep linking for both search and display networks allows users of an app to open the app up to most relevant page within the app and start using it, a little bit like retargeting for apps. A few weeks back Leadpages announced the launch of their Marketplace and they officially opened the doors this week with their first template available for sale – The affiliate mini site, where you can pitch affiliates to promote for you and give them their links, banners and swipes. Perhaps the biggest online marketing launch coming up in the near future is Donald Wilsons FB ads cracked reloaded, where he teaches how to get cheap clicks on facebook ads, his last launch was a massive success and no doubt this one will be big too. In events... Copyblogger are hosting Authority Intensive in Denver, Colorado on the 7th – 9th of May. Speakers include Seth Godin, Darren Rowse, Brian eisenberg, Joanna Wiebe and many more. Chris Howard is hosting Wake Up Rich Live Weekend in Los Angeles, California on the 9th-11th of May. The business show 2014 is taking place in London, England on the 15th and 16th of May. This one is a massive event, over 250 seminars taking place, speed networking events, the angels den where you can pitch your business idea to angel investors and much more. American sales summit 2014 is being held in Las Vegas, Nevada on the May 15th – 19th. Speakers include loral langemeier, marshall slyver, Kevin Harrington, Daven Michaels, alex mandossian and Raymond aaron. David Neagle is hosting the breaking free live experience in Las Vegas, Nevada on the 15th -18th of May. O2 are holding a workshop called 11 ways to find new customers on LinkedIn. It's in London, England on the 22nd of May. Dov Gordon is holding a live event “one day jumpstart to a consistent flow of clients” in Washington DC on the 29th of May. James Malinchak is holding the Big Money Speaker Bootcamp in Los Angeles, California on the 29th of May to the 1st of June. The vocus marketing and PR conference called Demand success 2014 is being held in Washington DC on June the 5th and 6th. Speakers include Randi Zuckerberg and Avinash Kaushik, Chris Brogan and Laura Ries. Patrick Powers is holding a live workshop in London, England called the Irresistible Pitch on the 14th of June. Affiliate Summit East, New York, 10-12th of August. Huge line up of speakers and even the rapper Juicy J will be performing during the affiliate's ball, the official party of the affiliate summit.

Al Ries & his daughter Laura Ries have been working together as focusing consultants for 18 years.   Ries & Ries was founded in New York in 1994. Three years later, Al & Laura relocated to Atlanta, Georgia.But the Ries team spends most of its time on the road consulting with top corporations around the world from Microsoft to Ford, Disney, Merck, Frito-Lay, and many others.   The dynamic duo and bestselling authors have been profiled by Business Week, Marketing News, Advertising Age, The Wall Street Journal, Atlanta Journal-Constitution, and countless other domestic & international publications.   Al first rose to fame in 1972 when a series of three articles on a new concept called “Positioning” authored by Al Ries & Jack Trout appeared in Advertising Age. The positioning idea took the ad world by storm and was voted by AdAge as one of the 75 most important advertising ideas of the past 75 years.   In 1981, the Positioning book was published and has since sold well over 1 million copies. The book has sold over 400,000 copies in China alone. The two authors also wrote Marketing Warfare, Bottom-Up Marketing, Horse Sense and The 22 Immutable Laws of Marketing.   More recently, Al & Laura have written six books together and have continued to rattle the establishment by breaking with traditional conventions.   You can learn more about Al & Laura at http://ries.com  

My guest on the show today is Laura Ries, author of several marketing books (the latest of which is Visual Hammer) and co-founder of the consulting firm Ries & Ries (along with her father, Al Ries). Laura has appeared on CNN, Fox News, CNBC, CNN Headline, to name just a few. Laura Ries is a leading branding strategist, bestselling author and television personality. Thank you so much for listening! Please subscribe rate and review on your favorite podcast listening app. To get to the show notes for today's episode, go to https://brightideas.co/xxx...and if you have any questions for me, you can leave me a voicemail at brightideas.co/asktrent

In this Special Edition, Pete Williams talks to Dom Goucher about the books that had an influence on him, and yet again they run over time. A lot. Not a mention of the book Pete's working on, either. Books Mentioned: Personal Development How To Win Friends and Influence People - Dale Carnegie The Creative Habit - Twyla Tharp Bird by Bird - Annie Lamott Do the Work - Steven Pressfield The War of Art - Steven Pressfield How To Be That Guy - Scott Ginsberg Productivity Getting Things Done - David Allen Eat That Frog! - Brian Tracey The Pomodoro Technique - Francesco Cirillo The 80/20 Principle - Richard Koch Optimal Performance What I Talk About When I Talk About Running - Haruki Murakami Born to Run - Christopher McDougall Business/Marketing Influence - Robert Cialdini Yes! - Noah J. Goldstein, Steve J. Martin and Robert B. Cialdini Triggers - Joe Sugarman Rules For Revolutionaries - Guy Kawasaki The Art of the Start - Guy Kawasaki Tribes - Seth Godin The Guerrilla Marketing Handbook - Jay Conrad Levinson President and Seth Godin Money Secrets of the Rich - John Burley Dare to Fail - Billy Lim The One Minute Millionaire - Mark Victor Hanson The Magic of Thinking Big - David Schwartz The Wolf of Wall Street - Jordan Belfort The 22 Immutable Laws of Marketing - Al Ries and Jack Trout The 22 Immutable Laws of Branding - Al Ries and Laura Ries Rich Dad, Poor Dad - Robert T. Kiyosaki Getting Everything You Can Out of All You've Got - Jay Abraham General Oh, the Places You'll Go - Dr Suess The Game - Neil Strauss Born Standing Up - Steve Martin I Hope They Serve Beer In Hell - Tucker Max -=- For more information, visit us online at www.preneurmarketing.com or drop us a line at: preneurcast@preneurgroup.com

Small business owners often play a dual role of both marketer and manager. That can rip your marketing mind in half. Left-brain management thinking is at odds with right-brain marketing thinking. Best-selling author Laura Ries says to be a good entrepreneur you need to be a right-brainer. In their new book: War in the Boardroom, Laura and her father Al Ries tell you how to win this war and revive your marketing program. In this episode, Laura Ries says that "The key to success for any entrepreneur is going to be marketing." You have to understand these forces that bog down your marketing program. She offers advice on how listen to your gut and encourages you to embrace your right-brain marketing mind. See show notes and links on The Marketing Spot blog: http://themarketingspot.blogspot.com/2009/03/laura-ries-war-in-boardroom.html