Al Ries is a best-selling author and Chairman of Ries & Ries consulting firm with his daughter, Laura Ries. Management consulting (sometimes also called strategy consulting) refers to both the practice of helping companies to improve performance through analysis of existing business problems and development of future plans, as well as to the firms that specialize in this sort of consulting. ...
Ries and Trout argue that the success of a brand is not due to the high level of marketing acumen of the company itself, but rather, it is due to the fact that the company was first in the product category.
Ries and Trout argue that is usually is a lost cause to try to bring a brand back into favor once it has gained a bad image, and that in such situations it is better to introduce an entirely new brand.
Ries and Trout propose that "soy butter" would have been a much better name for positioning the product as an alternative to the more common type of butter that is made from milk.
Ries gives ample examples like the fact we all remember the name of the first man walking on the moon, but not the second one.
Ries obviously haven't heard about Harry Potter, or about Nokia which became a world market leader in only a few years, or about the Easy Group, which was established only in 2000 and is already a successful concern that incorporates a dozen of companies in diverse areas like aviation, cellular communication, hotels, banking, etc'.
Ries goes on to claim that limited resources to support an emerging but yet unprofitable brand for a long period of time is another reason to count on PR.
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