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Trout

Ries & Trout Were Wrong: Brand Extensions Work

Harvard Business Review

APRIL 5, 2012

I am deeply indebted to Al Ries and Jack Trout for advancing branding with their classic book, Positioning: The Battle for Your Mind , in which they introduce the concept of positioning, defined as the brand perception residing in a person's mind. Thus, any gain in marketing efficiencies is just not worth the risk.

Trout

Trout Ries Brand Retail

The Brand Benefits of Places Like the Guinness Storehouse

Harvard Business Review

OCTOBER 20, 2015

Marketers have long known that stories capture consumers’ attention and they commonly weave storytelling into their marketing messages. In fact, while the total tourism market in Amsterdam grew 19 percent from 2009 to 2014, the Heineken Experience grew 143 percent. Consumers opt in. They are inherently social.

Brand

Brand Storytelling Trout Retail

Ries & Trout Were Wrong: Brand Extensions Work

The Brand Benefits of Places Like the Guinness Storehouse

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