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Al Ries might be dangerous to your brand


Dan Herman, PhD


In the business world's hall of fame a special place is reserved for Al Ries. He is without any doubt one of the most prominent gurus of strategic thinking. More than 30 years ago, together with his partner Jack Trout, Ries coined the term "Positioning" a concept which, to these very days, shapes the way of marketing and branding all over the world. Only very few other concepts come close in importance.


Despite the rebellious-revolutionary spirit and the surefooted even vain phrasings which characterized them from the very start of their careers, Ries & Trout did not always grasp in full the magnitude of the revolutions they initiated. ...


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