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A History of Marketing

A History of Marketing

著者： Andrew Mitrak
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 A podcast about the stories and strategies behind the campaigns that shaped our world. Featuring conversations with top CMOs, marketing professors, authors, historians, and business leaders.

marketinghistory.orgAndrew Mitrak 世界 経済学
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  • Laura Ries: Pioneers of Positioning and the Immutable Laws of Branding

    Laura Ries: Pioneers of Positioning and the Immutable Laws of Branding
    2025/05/29
    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 ...
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    55 分
  • Nino Carvalho: More Marketing, Less Guru

    Nino Carvalho: More Marketing, Less Guru
    2025/05/22
    A History of Marketing / Episode 18This week, I'm thrilled to welcome Nino Carvalho, a professor, author, and marketing consultant based in Portugal.I actually discovered Carvalho and his work thanks to a podcast listener who brought him to my attention via a YouTube comment. After connecting with Nino and reading translations of his publications (he primarily writes in Portuguese), he has become an inspiration for me and my exploration into marketing history.Nino stands out as one of the few marketing educators I've encountered who passionately emphasizes the importance of marketing history in his teaching.Our conversation is packed with so much material, it’s like three episodes rolled into one. I'm especially grateful for this conversation; since Nino primarily creates content in his native Portuguese, there aren't many long-form English-language discussions like this one available.Listen to the podcast: Spotify / Apple Podcasts / YouTube PodcastsWe kick things off with Nino's book, Mais Marketing, Menos Guru, which translates to “More Marketing, Less Guru.” We chat about the history of so-called "marketing gurus" and how we should critically consider their role in shaping how people think about and practice marketing.From there, journey through marketing history in the Lusosphere, the Portuguese-speaking world. We start by examining how Portugal's early commercial and trade history laid the groundwork for early forms of business schools. Then, we fast-forward to the 20th century to uncover how marketing education emerged in Brazil during the Cold War and in Portugal following the end of the Estado Novo dictatorship.Throughout our conversation, Nino shares his valuable perspective on how learning marketing history can enhance a marketer's skills and strategic abilities. He even offers me a few tips on how to make marketing history more engaging for marketing students. (Fingers crossed that I can put these to work!)This episode is a bit longer than usual, but I'm sure you'll find it interesting throughout. I certainly did.So, without further ado, here's my conversation with Nino Carvalho.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.The Spark: What Inspired Nino to Teach Marketing Through a Historical LensAndrew Mitrak: Nino Carvalho, welcome to A History of Marketing.Nino Carvalho: Thank you very much, Andrew. It's a pleasure to be here.Andrew Mitrak: I'm so excited for this conversation. We have a lot to cover. I want to start with your book, which is in Portuguese, Mais Marketing, Menos Guru, or More Marketing, Less Guru. I love the title of this book. This is one of the few popular marketing books I've come across that talks about the importance of marketing history. What first ignited your passion for marketing history?Nino Carvalho: Well, I think it was like a spark that suddenly started. It sounds like a very emotional thing. I believe I was always curious about the history of things in general. When I started working with marketing and studying marketing, especially in the digital field where many new professionals and their digital gurus took things from the past and kind of reinvented the wheel themselves to have a new package and try to sell that to newbies and people who are just starting to study digital. So that, I think, took me on a journey to go deeper into what those concepts, those theories, or the practices they were talking about were all about, because it didn't sound quite reliable. So this was like a very instrumental motivation.However, during the search for those things and looking for the truth or the beginning, the origins of some concepts, I think we start discovering a lot of new things about marketing. Because marketing is so connected to society, you also start learning about society in general, other countries' histories, other cultures' histories. So, I think it's something that will either strike you straight away or not because it's very strong. And I think this motivates us to keep learning more about the past of our discipline. Of course, I also noticed that the more I learned about the past, the better my classes and my professional work as a consultant were as well. So, it was like finding my own personal Holy Grail, in a way.Defining the Guru: Marketer vs. Self-PromoterAndrew Mitrak: So we're going to talk a lot more about marketing history and everything you found, including your Holy Grail. But first, going back to the title of the book. The title is More Marketing, Less Guru. I think we've all seen marketing gurus on the internet and whatnot, but I'm wondering how you would distinguish a marketer from a guru.Nino Carvalho: Yeah, this is interesting because by studying our discipline, I found out that there will be different interpretations. For instance, what we in Portugal or in Brazil would ...
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    1 時間 13 分
  • Reflections and Lessons from the first months of ‘A History of Marketing’

    Reflections and Lessons from the first months of ‘A History of Marketing’
    2025/05/08
    A History of Marketing / Episode 17This week we're mixing up the usual format. I've been publishing this podcast for a few months now, so I thought this would be a good time to reflect on the conversations I've had so far, talk about what I've learned, and share a behind-the-scenes look at how the podcast is going. Spoiler alert: I think it's going great.I recruited my friend Scott Morris, Creative Director at Waka Seattle to interview me about the podcast.Scott is an incredibly talented documentary filmmaker who always asks thoughtful questions. He provided me with incredibly helpful advice and feedback as I put “A History of Marketing” together.I gave Scott some of the top questions I've heard from listeners, but otherwise let him drive the conversation. Now, here’s Scott Morris interviewing me.The Origins of “A History of Marketing”Scott Morris: I see this as serving as a proxy for your audience. So I'm going to ask you some questions about the podcast: how it started, how it's going, and then where it's going to go from here. So diving right in, let's go back to the beginning. A History of Marketing. Where did you get this idea? What's the origin story?Andrew Mitrak: The podcast idea came all at once, but a lot of things were percolating in the background. I released a trailer, about a three-minute intro to the podcast, and it's a pretty honest trailer. It really tells my journey from the start, and of course, it's three minutes, so it's an abbreviated journey, but it tells most of the important parts of the story.At some point, it hit me that I'm a marketer, and I've spent a dozen or more years doing this professionally, and I know very little about how it started. Meanwhile, I'm very interested in history. I read—most of the books I read are non-fiction or history books—and I feel like I have a grasp of a lot of other disciplines, the history of those disciplines. I know a little bit about psychology and economics and computer history and art history and music history, but I didn't know anything about marketing history. And that suddenly hit me as odd. And I'm like, I better go look for books on marketing history.And I really didn't find any. There are some books, and I don't mean to diminish the work that's out there, but they tend to be very academic-oriented journal articles. There's a book called The History of Marketing Thought. Or they're siloed. They're histories of advertising, of certain elements of public relations, and biographies of individual marketers or advertisers or entrepreneurs. But there wasn't anything that was like a history of marketing. And similarly, there was no podcast dedicated to it either, or even a blog really dedicated to it. There were blog posts or podcast episodes that touched on marketing history, but nothing that really dived into this particular topic.And being somebody who's interested in storytelling, interested in marketing, I thought this was a gap. And it was one of those moments where I thought, “This doesn't exist in the world, why don't I try to fill it?” And that's the start of the show.Scott Morris: In the process of building up the interviews and starting the editing process and really building what you felt like was going to be this podcast, what's been the toughest part?Andrew Mitrak: It's been surprisingly easy, all things considered. You are aware of this, most listeners probably are not, is that I have a video background. I had produced podcasts at a prior company that I was at. And so I know all the tools. I was a student in college, I was a journalist, I was a documentary filmmaker, and a lot of those skills translate pretty well to podcasting. I also am pretty good at cold emailing, and sending emails to guests was a fun little challenge. So a lot of that came easily. I'm not the best at any one of these things, but I think that I have a lot of the skills, when combined together, that make me pretty good at this so far.I'd say the thing that I disliked the most about it—that to me it's hard because it's hard to do things when you're not having as much fun—is sometimes it's things that I've signed myself up for, like doing a YouTube short. I have a lot of joy in editing the full episode. I'm in the zone when I'm in Premiere and editing everything together, and I feel good about releasing the long-form stuff. But there are things that I'm like, well, every episode, every platform seems to want these short little snippets and these bite-sized things, and let me go ahead and do those as well. And I don't find as much joy in them. I see them as a little more of a chore.So there are things like that that I'm like, it's my own doing. I could choose not to do it, but the things that don't get me excited about it, they feel the hardest to me. And also, I always edit the short last, so I've gotten the whole episode done, I've gotten it all transcribed, I've got everything published, and then I do this little short, and it seems ...
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    37 分

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