Branding guru Al Ries at CIM annual conference
Branding guru and positioning expert Al Ries will be the keynote
speaker at the 15th CIM Annual Conference in Colombo on May 12.
The CIM Annual Conference is the flagship event of CIM Sri Lanka
Region organised for the 15th successive year.
This event is facilitated by the Knowledge Partners, Kotler Impact
Inc. Canada, Philip Kotler Centre for Advanced Marketing and Hummingbird
International. Al Ries will be joined by his daughter and business
partner, Laura Ries along with local experts at the conference.
Al Ries and his daughter Laura Ries have been working together as
focusing consultants for 18 years. Ries and Ries was founded in New York
in 1994. Three years later, Al and Laura relocated in Atlanta,
Georgia.Al first rose to fame when a series of three articles on a new
concept called 'Positioning' authored by Al Ries and Jack Trout appeared
in Advertising Age in 1972.
More recently, Al and Laura have written six books challenging
traditional conventions. The positioning idea took the ad world by storm
and was voted by AdAge as one of the 75 most important advertising ideas
of the past 75 years.
Without focus, it's almost impossible to build a brand no matter what
other laws you follow. The 22 immutable laws of branding covers every
aspect of branding.
The 11 immutable laws of internet branding supplements the 22 laws by
adding 11 additional laws that cover the special needs of internet
brands like interactivity, proper names and divergence.
The Fall of Advertising and the Rise of PR contradicts traditional
wisdom that calls for new brands to be launched with a big-bang
advertising campaign; advocating PR first to establish credibility and
advertising second to maintain market share.