Harvard Business Review

MAY 9, 2016

By defining a brand’s particular kind of relationship, companies can create greater engagement, differentiation, and loyalty. Al Ries and Jack Trout capture the essence of this model in their classic book Positioning: The Battle for Your Mind. But in this social age, brands are the relationships.

Brand 8

Brand Airlines Health Care Trout 8

Harvard Business Review

MARCH 15, 2013

Still, the role of the agency remains fairly simplistic (in philosophical terms): help a brand increase their sales and loyalty. Eric Ries brought the concept of the Lean Startup into our zeitgeist. Noting more. Nothing less. And that has not changed since agencies were first invented. So, now what? Models of leanness.

Marketing 9

Marketing Advertorial Brand Advertising 9

Harvard Business Review

AUGUST 16, 2016

” Lean startup, popularized by writers and entrepreneurs like Eric Ries and Steve Blank, can deliver big benefits inside big companies. One was increased customer loyalty, since customers feel more involved in the development process, and presumably their needs and requests get woven into the product along the way.

Company 8

Company Airlines Ries Survey 8