Laura Ries: Pioneers of Positioning and the Immutable Laws of Branding

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Laura Ries: Pioneers of Positioning and the Immutable Laws of Branding

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A History of Marketing / Episode 19This week I’m excited to be joined by Laura Ries, a leading marketing strategist, speaker, and bestselling author. Laura is also the daughter of Al Ries (1926-2022), the legendary marketer who's best known for popularizing the concept of positioning, along with his partner and co-author, Jack Trout (1935-2017). Laura and Al Ries co-founded RIES, the global positioning strategy & consulting firm and co-authored several books together including The 22 Immutable Laws of Branding, The Fall of Advertising and the Rise of PR, and The Origin of Brands.We talk about all of this in our conversation, and we cover Laura Ries’s upcoming work “The Strategic Enemy,” which will hit bookshelves this fall.Listen to the podcast: Spotify / Apple Podcasts / YouTube PodcastsLaura is a world-class speaker and strategist, and this conversation is full of useful marketing advice and case studies including: * Coors Beer and their missed opportunity to own the “Light Beer” category* The .Com Bubble (Pets.com & Webvan) and how massive advertising budgets couldn’t overcome weak credibility and a lack of positioning fundamentals* How The Gap successfully launched Old Navy to expand their market share without extending their brand* And much moreNow, here's my conversation with Laura Ries.Note - I use an AI tool to transcribe the audio of my conversations to text. I check the output but it’s possible there are mistakes I missed. I have lightly edited parts of this transcript for clarity.Laura Ries: Born into MarketingAndrew Mitrak: Laura Ries, welcome to A History of Marketing.Laura Ries: Well, thank you so much. It's a pleasure to be here.Andrew Mitrak: I'm excited to have a conversation about positioning, branding, your amazing career as an author and marketing consultant. But to start, I want to ask about your background. How did you first become a marketer?Laura Ries: Well, I was born into it, shall we say. I was the only child of my father's (Al Ries) second and forever marriage to my mom, Mary Lou. And at an early age, just sitting at the dinner table, what did we talk about? Marketing. My dad was a great teacher. He loved to tell stories, and I always loved the story. We'd always have this little TV with the bunny ears. We'd always watch MASH at dinner. My dad had served in Korea with the army, and so he loved the show, I loved the show, but the commercials were where he shined. He would talk about the ads and what the companies were doing right and wrong. And he talked to me and my mom as if we were adults, as if we were the CEOs of these companies, and we could actually change something.But it was a great introduction and really got me excited about the whole industry and the business. And of course, when I was little, he took me to the office in Manhattan where he had an advertising agency for many, many years. And I just, I just soaked it all up, and it just seemed so interesting and cool.And then later on, it wasn't until my teens, the “Positioning” book came out in 1981. And a few years later, I don't know why, but I picked it up, and I was like, "Let me just see this thing my dad apparently wrote." And that changed everything. The book, as many people know, is amazing, but it really tuned me in. It was written in such a clear and funny and interesting way. And from that day on, I just knew that's what I wanted to do with my life.Andrew Mitrak: That's amazing. You grew up with it, and in middle school, you read "Positioning." I bet that's younger than the usual reader for "Positioning." So, this is your father, Al Ries. And you shared a portion of your upcoming book with me, "Strategic Enemy," and you have this beautiful afterword that's dedicated to your dad, Al Ries. And you describe watching MASH and seeing these commercials. Do you remember any specific commercials or critiques that he had that come to mind from that era?How Coors Could have Owned the Light Beer CategoryLaura Ries: Well, really, one of his most famous stories and the critique was about Coors. And during that time, my dad actually had some meetings with Coors where he flew out to Colorado. And he got to Colorado, and he went to a bar, and he was like, "Give me a local beer." And the bartender was like, "You mean a Colorado Kool-Aid?" My dad was like, "A what?"Denver is the Mile High City. Coors was naturally a lighter beer. And that wasn't something most people knew. And so he would go on and on about this story. And he told them on multiple occasions, "Don't line extend." Miller Lite was making headway, Bud Light hadn't launched yet. "Be the original light beer without the 'light,' you know, in the name." And he was so passionate. He was like, "It would have been such a great success." And they didn't do it, and it crushed him. And he would tell the story over and over.And I always like to say, when I was a teenager, I mean, you'd just like, "Oh, roll your eyes," like, "He's going to tell it ...