Al Ries – Positioning

Positioning became a roaring success,
the buzzword of advertising and
marketing people around the world.
Yet the success of the concept had the
unintended consequences of pushing
Trout & Ries out of the advertising
business and into the marketing strategy
business.
As it turned out, clients didn’t want
their advertising agencies to be
“strategic”; they wanted them to be
“creative.” The clients would do their
own positioning.