You are in! Let's talk Positioning
Welcome to the RIES is Positioning Newsletter
Let’s talk positioning. If that doesn’t sound fun you signed up for the wrong newsletter! Cause in this space we are devoted to positioning. How it works, why it works, and all the tools you need to best leverage it.
I am sure you all have stories of when you first read the book. I love when people share their stories with me.
Here is mine.
This is the signed copy of Positioning my dad gave to me at 9 years old. I didn’t think too much of it at the time. I said thanks and put in on the shelf in my bedroom. Your own kids can be your toughest critics. He never told me to read it, which was smart. He let me discover it on my own.
It wasn’t until Middle School that for some reason I finally decided I should read that book my dad wrote. Once I started, I couldn’t put it down.
The message connected. The book was interesting, funny, smart, insightful. Thinking about brands and positioning from then on became my passion.
Before reading Positioning, I wanted to be an actress. After reading Positioning, I wanted to work with my dad. I never said it out loud. Nor did my dad. It was just an energy between us of what the future destiny would be.
And what an exciting ride it has been! I started working with Al in 1994, over 30 years ago. We worked side by side for decades, wrote several books together and travelled the world. Time flies when you are having fun.
In 2022, a month shy of his 96th birthday, Al passed. It was heartbreaking but the outpouring of affection and appreciation for his extraordinary life was mind blowing. He had a simple idea and he changed the world forever. Al Ries was kind, gracious, funny, smart and the best dad ever.
Let’s not get too sappy. But I am proud to be a RIES! I am proud to continue the positioning legacy. I am excited that you have joined me here. And I can’t wait to continue the journey together with you.
Positioning is my thing, but it is yours too! Welcome to the family.
Let’s get started.
What You Can Expect As Subscriber
Weekly Email Newsletters
Additional Content & Videos on the Stack. We are loading it up.
Positioning Hotline Videos
Positioning Videos on lots of topics including the Strategic Enemy
Chat with RIES - Open for Paid Subscribers to Ask Questions & Debate
The Positioning Hotline is ringing off the hook!
The idea came to me in the middle of the night. What if the retro red phone I got on Amazon would ring and I could take calls from companies with their most pressing positioning issues of the day?
The latest call I answered was from Airbnb on if they should be an everything app. Previous calls came in from Coca-Cola asking what to do about Coke with Real Sugar. And Pepsi asking about Pepsi Pre-biotic. You must check them out. And if you have ideas for who should call next - let me know!
Just to be clear. These are not real calls. The phone isn’t even plugged in. But my advice is real. They would be wise to listen!
If you missed our first articles - check these out:
The Strategic Enemy - My New Book!
I am so excited that my new book The Strategic Enemy: How to Build and Position a Brand Worth Fighting For - is almost here!
Positioning against a strategic enemy makes your position not just sharper and more memorable—it energizes and motivates consumers to rally for your cause. Having a strategic enemy isn't about creating artificial conflict or claiming your brand is right while the enemy is wrong. The enemy is about acknowledging a fundamental truth: consumers are making choices whether you like it or not. Your job is to set up that choice so it’s clear, simple and easy to make.
Link to Pre-Order Now on Amazon
We are producing a video series presenting the key learnings from the Strategic Enemy book. In the videos there will be an exclusive inside preview of the key content of the book and some first key insight of what you will learn reading the book when it arrives at your door Sept 16!
During the month of September we will have several livestreaming events for the launch. Stay tuned for all the details!
Thank you for subscribing! You made the right choice.
And an extra special thanks for the support of our Paid and Positioning Pioneer Subscribers - there will be goodies!
If you know of a friend or colleague that should become a member of the Positioning tribe, please forward this newsletter and suggest to them to join and subscribe as well!
The best thing bout the 22 laws is that its not written like a Business Book….but in a way that made me just wanna chase the pages. I’m not sure who has the sense of humour (suspect its both father and daughter) ~ it adds to the fun of reading !