Al Ries

Al Ries

Al Ries is chairman of Ries & Ries, an Atlanta-based marketing strategy firm that he runs with his daughter Laura Ries.   Al is a legendary marketing strategist and the bestselling author (or co-author) of 11 books on marketing including Positioning: The Battle for Your Mind, Marketing Warfare, Focus, The 22 Immutable Laws of Branding, The Fall of Advertising & the Rise of PR and his latest The Origin of Brands.

After graduating from DePauw University, Al worked in the advertising department of General Electric before founding his own advertising agency in New York City, Ries Cappiello Colwell. The agency later changed to a marketing strategy firm, Trout & Ries.

In 1994, Al started Ries & Ries with his daughter Laura. Al and Laura continue to work together consulting with Fortune 500 companies, writing books and giving seminars around the world.

Al was president of the Association of Industrial Advertisers (now the Business Marketing Association) and the Advertising Club of New York. He was also chairman of the Club’s Andy Awards. In 1989, Sales & Marketing Executives International gave him its “Tops in Marketing” award. In 1999, PR Week magazine named him one of the 100 most influential PR people of the 20th century.

Always one for controversy, Al’s book, The Fall of Advertising & the Rise of PR, has generated enormous interest in the marketing community. The book made both the Business Week and The Wall Street Journal bestseller lists. In addition to being reviewed by these publications, it was also reviewed by USA Today, Harvard Business Review, Boston Globe, Chicago Sun-Times and many other publications.

Al’s latest release, The Origin of Brands explores “divergence,” the best way to create a new brand. The concept is analogous to the creation of a new species, as pioneered by Charles Darwin in his classic book on the subject.  Al currently writes a monthly marketing column for and is an often quoted expert in many publications. He resides in Atlanta, Georgia, with his wife, Mary Lou.