Reis Related Topics 
In the CEO Afterlife
APRIL 1, 2012
Monster entered the market after Red Bull, discounted their product, proliferated the hell out of the brand, and committed a boatload of sins that would give marketing pundits Al Reis and Jack Trout migraine headaches.
In the CEO Afterlife
MARCH 26, 2012
On top of that, I found the Monster logo on an array of items ranging from apparel to condoms – so much for the branding principles in Al Reis and Jack Trout’s best seller, The 22 Immutable Laws of Marketing. I counted 20 sub-brands and over a hundred stock keeping units.
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