What better way to start the year than to reposition and rebrand your company and/or products to capture more growth! And who better to address the issues than marketing experts Al & Laura Ries. Al Ries co-authored the ground breaking book “Positioning: The Battle for Your Mind,” back in the ’80’s. He has since gone on to write and co-author a number of other highly acclaimed works including, “The 22 Immutable Laws of Branding.” With daughter and fellow marketing guru Laura Ries, he penned the somewhat controversial “The Fall of Advertising & Rise of PR.” (Note: I was running my own full service advertising agency when this came out, and while the title hurt just to read it, I knew that it was inherently true. The tide had been shifting from top down, expensive advertising campaigns to a more consumer-centric model based on attraction vs. force) The duo’s latest effort is “The Origin of Brands,” so this pair is about as knowledgeable as they come.
If you’ve been feeling as though there’s a shift in your industry or perhaps you’ve outgrown your company’s original purpose (i.e. 3M is probably better served with their acronym than their original name, Minnesota Mining and Manufacturing) then be sure to tune in this week. Also, feel free to post a question and I will do my best to ask it during the show. If you happen to read this blog after the Jan. 22nd airing, you can access it on archive by going to The Name Game page on VoiceAmerica.com. The show runs Tuesdays at 3pm EST and 12 noon PST. Pro branding advice for free… can’t beat that! And stay posted… we have yet another amazing guest to announce soon!
