Al Ries is a marketing professional and author.
He is also 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 coined the term "positioning",
as related to the field of marketing, and authored Positioning:
The Battle For Your Mind, an industry standard on the subject.
Ries graduated from DePauw University in 1950 with a degree in liberal
arts and accepted a position with the advertising department of
General Electric before founding his own advertising agency in New
York City, Ries Cappiello Colwell, in 1963. The agency later changed
to a marketing strategy firm, Trout & Ries. In 1972, again cooperating
with Trout, Ries co-authored a three-part series of articles declaring
the arrival of the "Positioning Era" in Advertising Age
magazine, promoting their concept of positioning.