Marketing Hall of Fame - Al Ries

By Rance Crain | February 17, 2017 | 57:30

Would "positioning" be as well-known throughout the world if it had been called "the rock"?

Well, it almost was. In 1969, Al Ries and Jack Trout came up with the idea of making every ad based on a single powerful idea, and they initially called their concept "the rock."

"What do we mean by a rock? An idea that people couldn't question," Al told me.