AdAge: Al Ries

Advertising Age - Al Ries
Advertising Age - Al Ries

A Few Words About Jack Trout and Positioning

With the passing of my ex-partner and good friend Jack Trout, I feel compelled to write a few words about our nearly 30 years of working together.

In love, opposites attract. In business, opposites work well together. Jack and I were opposites.

Jack was Mr. Outside; I was Mr. Inside. Jack was an extrovert, talkative and very social; I am an introvert. Jack was athletic; I am not. You name it, we were opposites.

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Five Revolutionary Changes in Marketing Since the Turn of the Century

What can we say about marketing that hasn't been said many times before?

Actually, a lot.

Two developments have changed marketing forever. One is the arrival of the internet. The second is the rise of global branding. Both of these developments have contributed to the revolutionary changes that have taken place in marketing since the turn of the century.

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