里斯和里斯聚焦咨询公司

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　　阿尔·里斯(Al Ries)和女儿劳拉·里斯(Laura Ries)在纽约建立了里斯伙伴咨询公司(Ries & Ries Focusing Consultants)。为《财富》500强中的许多公司提供咨询服务。

　　阿尔·里斯(Al Ries)是美国营销大师，是世界最著名的营销战略家之一，是畅销书《22条商规》和《定位》的作者之一。目前是里斯和里斯（Ries&Ries）咨询公司的主席，该公司主要业务是为众多知名企业提供战略选择服务。

　　里斯伙伴咨询公司总部设于美国，在世界5个国家和地区设有分部，由熟谙当地的合伙人专家为企业提供品牌战略咨询。服务的客户包括：通用、IBM、微软、宝洁、汉堡王、花旗银行、摩根大通、施乐、默克、莲花、爱立信、Repsol、雀巢、西南航空，和其他财富500强企业。

　　包括微软CEO比尔·盖茨、前英特尔董事长安德·格鲁夫在内的世界500强企业CEO都专门请教和聆听过艾·里斯先生谈如何做营销战略和定位。从上个世纪末期开始，里斯伙伴主席先生和总裁劳拉女士多次受邀到印度演讲和咨询，指导印度软件企业营销战略，为印度软件业品牌在全球的成功提出了很多重要建议。

Ries & Ries was founded in 1994 by Al Ries and his daughter Laura Ries in Great Neck, New York.

Prior to 1994, Al was with his former partner Jack Trout in Greenwich, Connecticut. And Laura was working as an account executive at TBWA Advertising in New York City. Al decided he wanted to work with his daughter and Laura decided to fulfill a lifelong dream of working with her mentor.

In 1997, Ries & Ries relocated to Atlanta, Georgia. In Atlanta, they have found a warm climate, friendly people and the world's busiest airport, Hartsfield International.

The dynamic duo have been profiled in Business Week, Marketing News, Advertising Age, The Wall Street Journal, Atlanta Journal-Constitution, Brandweek and countless other domestic and international magazines and newspapers.

Ries & Ries consults with top companies across the globe. In addition, Al and Laura travel the world doing seminars on the principles of marketing strategy.

Al Ries is chairman of Ries & Ries, an Atlanta-based marketing strategy firm that he runs with his daughter Laura Ries.

Al is a legendary marketing strategist and the bestselling author (or co-author) of 11 books on marketing including Positioning, Marketing Warfare, Focus, The 22 Immutable Laws of Branding, The Fall of Advertising & the Rise of PR and his latest The Origin of Brands.

After graduating from DePauw University, Al worked in the advertising department of General Electric before founding his own advertising agency in New York City, Ries Cappiello Colwell in 1963. The agency later changed to a marketing strategy firm, Trout & Ries.

In 1972, Al co-authored the now infamous three-part series of articles declaring the arrival of the Positioning era in Advertising Age magazine. The concept of positioning revolutionized how people viewed advertising and marketing. Marketing was traditionally thought of as communications, but successful brands are those that find an open hole in the mind and then become the first to fill the hole with their brand name. Kleenex in tissue. Hertz in rent-a-cars. Red Bull in energy drinks.

Last year, Advertising Age magazine choose the 75 most important ad moments of the last 75 years celebrating the publication's 75th anniversary. The emergence of positioning came in at number #56. Ad Age commented on how the concept remains just as relevant in today's environment, "The positioning era doesn't end. What became a part of the marketing lexicon in the early '70's holds its own in the textbooks of today."

In 1994, Al started Ries & Ries with his daughter Laura a recent graduate of Northwestern University and TBWA advertising account executive. Al & Laura continue to work together today consulting with Fortune 500 companies, writing books and giving seminars around the world. Al was president of the Association of Industrial Advertisers (now the Business Marketing Association) and the Advertising Club of New York. He was also chairman of the Club's Andy Awards. In 1989, Sales & Marketing Executives International gave him its "Tops in Marketing" award. In 1999, PR Week magazine named him one of the 100 most influential PR people of the 20th century.

Always one for controversy, Al's book, The Fall of Advertising & the Rise of PR, has generated enormous interest in the marketing community. The book made both the Business Week and The Wall Street Journal bestseller lists. In addition to being reviewed by these publications, it was also reviewed by USA Today, Harvard Business Review, Boston Globe, Chicago Sun-Times and many other publications.

Al's latest book, The Origin of Brands explores "divergence," the best way to create a new brand. And creates controversy of its own by debunking the myth of convergence. What works today in marketing is creating a new category by divergence, a concept which is analogous to the creation of a new species, as pioneered by Charles Darwin in his classic book on the subject.

Al currently writes a monthly marketing column for AdAge.com and is an often quoted expert in many publications.

Al's favorite activities include snorkeling, horseback riding and driving with the top down. He resides in Atlanta, Georgia, with his wife, Mary Lou.

Laura Ries is president of Ries & Ries, an Atlanta-based marketing strategy firm that she runs with her father and partner Al Ries.

Laura attended Northwestern University in Evanston, Illinois where she graduated "with highest distinction" from Northwestern's School of Speech in 1993, finishing in the top 2% of her class.

After graduation, Laura worked at TBWA Advertising in New York City as an account executive on the Woolite and Evian brands.

In 1994, Laura partnered with her father to form Ries & Ries. Together they have consulted with many Fortune 500 companies. They have also co-authored four books together:

The 22 Immutable Laws of Branding (1998)

The 11 Immutable Laws of Internet Branding (2000)

The Fall of Advertising & the Rise of PR (2002)

The Origin of Brands (2004)

The Fall of Advertising & the Rise of PR has generated enormous interest in the marketing community. The book made both the Business Week and The Wall Street Journal bestseller lists. In addition to being reviewed by these publications, it was also reviewed by USA Today, Harvard Business Review, Boston Globe, Chicago Sun-Times and many other publications.

Laura's latest book, The Origin of Brands explores "divergence," the best way to create a new brand. Like her father, Laura is one for controversy and this book does it by debunking the myth of convergence. What works today in marketing is creating a new category by divergence, a concept which is analogous to the creation of a new species, as pioneered by Charles Darwin in his classic book on the subject. In 2002, Business 2.0 named Laura a "management guru" and issued trading cards with her picture and statistics on them.

Laura has appeared on the Fox News Channel, CNBC, ABC World News Tonight and CNN. She is a frequently quoted marketing expert in the New York Times, The Wall Street Journal, USA Today, Associated Press, Advertising Age and other publications. In addition to her consulting, speaking and writing, Laura enjoys many activities such as horseback riding, tennis, weight lifting, snow skiing and photography. Laura resides in Roswell, Georgia with her husband, two sons, two poodles and one show horse.

　　帮助IBM走出困境，成功转型

　　80年代以来，IBM在IT业内被众多专业级对手所肢解（硬件被康柏、戴尔、苹果，软件被微软、甲骨文，芯片被英特尔，工作站被SUN）。1991年亏损81亿美元。IBM向何处去？根据IBM产品线长的特点，为IBM品牌定位为“集成电脑服务商”。这一战略使得IBM成功转型，走出困境，2001年净利润高达77亿美元。

　　使莲花软件绝处逢生

　　“莲花1-2-3”试算表在软件业取得成功后，遭遇到微软公司EXCEL的攻击，莲花公司面临绝境。将聚焦其新产品NOTES软件，将其定位为第一个“群组软件”，用来解决联网电脑上的同步运算。此举使莲花公司重获生机，并凭此赢得IBM青睐，以高达35亿美元的高价被IBM购买。

　　造就美国最受尊重的公司：西南航空

　　针对美国航空等多舱级运营的公司，为西南航空在外部市场竞争中确立了“单一经济舱飞行”的定位，再以之引领内部经营，形成一整套独特的运营活动。由于这种经济舱飞行服务（乘客称之为“会飞的牛车”）适合于短途航线，现在西南航空成为了短途飞行之王。

　　由于事先解决好了竞争定位，西南航空的内部运营产出可以有效地被外部接受而转化为巨大业绩，其市值比美国三大航空公司总和的三倍还高，是“9•11”事件后美国航空业唯一不受政府补贴且保持盈利的公司，1997～2006连续十年获评“美国最值得尊敬的公司”。

　　打赢可乐战：七喜如何与可口可乐展开竞争？

　　七喜汽水通过将柠檬汽水重新定位为“非可乐”而获得巨大成功。但后来，七喜的口号变成了毫无意义的“美国看好七喜汽水”，背离了非可乐的定位，导致销量急剧下滑。

　　评估并指出了产品滞销的原因并进一步提出了 “不含咖啡因的汽水”的定位，直指可乐的强势中的弱势，这个战略使七喜汽水大放光彩，不仅牢牢占据了饮料业第三的地位，最终还逼迫可口和百事推出了不含咖啡因的可乐，并因此产生混乱和受到重创。

　　如何为新西兰重新定位？

　　新西兰在全球宣传的几年中，从未对他们的国家给出一个简单而富有竞争力的定位。 为它制定了战略定位——“世界上最美丽的两个岛屿。” 借助澳大利亚的旅游热，在无争的新地带分走了来澳大利亚旅游者其中的一段时间，而且因为“世界上最美丽的两个岛屿”给澳大利亚之行扩充了一个强有力的新景点，还会增加人们对澳大利亚游的兴趣，因此总的市场也将扩大。

　　事后证明一切如愿。新西兰不仅成功地争取到了游客，而且提升了到澳大利亚旅游的人数。更棒的是，该定位后来不光在美国产生很好的结果，在欧洲、亚洲都得到了良好的回应。

　　棒！约翰如何痛击必胜客？

　　在美国，现在公认最成功的比萨连锁店是棒！约翰(Papa John’s)， 里斯伙伴接手棒！约翰时，它不但规模小，还有更大的问题：产品线长，产品复杂。从它制作比萨的独特方法中看到了未来——棒！约翰的比萨不像必胜客那样用浓缩的沙司，而是直接采用自然成熟和新鲜包装的番茄现制沙司；它不用混合干酪而完全用意大利干酪；不用冷冻面粉而用新鲜面粉；不用自来水而用纯净水……在这样一个复杂而奢侈的制作流程中，实际上可以用一个战略定位来统领战略，那就是：最高级的比萨。 “最高级的比萨”能使棒！约翰的以上运营活动得到一个战略核心。

　　约翰把最高级的比萨战略执行得很棒，现在“更好的原料，更好的比萨”几乎成了流行语。 《华尔街日报》有一篇文章谈论他们的数字，棒！约翰的销售增长两倍于行业速度，利润上升了66％，股票的价格已经是上市时的四倍。

　　70年代“定位”

　　“定位”一词，由艾·里斯先生和杰克·特劳特先生在商业实战中提出。1972年，艾·里斯先生先生和杰克·特劳特先生在《广告时代》，发表系列文章，宣告“定位时代”的到来。“定位”也成为有史以来对美国营销影响最大的观念。定位最为重要的贡献在于揭示了营销竞争的终极战场“心智”，定位也成为70年代营销和品牌创建的方法。

　　80年代“营销战”

　　进入80年代，美国的市场竞争空前激烈，艾·里斯先生和特劳特先生再度联手推出《营销战》一书，营销战提出“营销即战争”的观点，其中“四种战略模型”被全球商学院广泛使用。“营销战模型”成为80年代营销和品牌创建的主要工具。

　　90年代“聚焦”

　　进入90年代，在企业成长的欲望和华尔街资本力量的推动下，美国企业纷纷陷入多元化发展的陷阱之中：GE、西尔斯、IBM等大企业举步维艰。艾·里斯先生先生推出了《聚焦》一书，被称为“管理史上的加农炮”，引发了GE等企业“数一数二”的革命。聚焦，成为90年代，营销和品牌创建的主要工具。

　　新世纪：“分化”与“品类”

　　2004年，艾里斯先生与伙伴劳拉女士推出《品牌之源》一书，揭示了被企业忽视的伟大商业力量——分化，以及因化分而产生的品牌之后的关键——品类，成为大师品牌战略的落定之作，也宣告了品类时代的来临。从2004年起里斯先生、劳拉女士与包括中国在内的全球合伙人一起发展出更高级的品牌战略方法——品类战略系统，是里斯伙伴品牌战略咨询的核心工具.