裡斯和裡斯聚焦咨詢公司

出自 MBA智库百科(https://wiki.mbalib.com/)

本條目包含過多不是中文的內容，歡迎協助翻譯。 若已有相當內容譯為中文，可逕自去除本模板。

裡斯伙伴中文網站:http://www.rieschina.com/

　　阿爾·裡斯(Al Ries)和女兒勞拉·裡斯(Laura Ries)在紐約建立了裡斯伙伴咨詢公司(Ries & Ries Focusing Consultants)。為《財富》500強中的許多公司提供咨詢服務。

　　阿爾·裡斯(Al Ries)是美國營銷大師，是世界最著名的營銷戰略家之一，是暢銷書《22條商規》和《定位》的作者之一。目前是裡斯和裡斯（Ries&Ries）咨詢公司的主席，該公司主要業務是為眾多知名企業提供戰略選擇服務。

　　裡斯伙伴咨詢公司總部設於美國，在世界5個國家和地區設有分部，由熟諳當地的合伙人專家為企業提供品牌戰略咨詢。服務的客戶包括：通用、IBM、微軟、寶潔、漢堡王、花旗銀行、摩根大通、施樂、默克、蓮花、愛立信、Repsol、雀巢、西南航空，和其他財富500強企業。

　　包括微軟CEO比爾·蓋茨、前英特爾董事長安德·格魯夫在內的世界500強企業CEO都專門請教和聆聽過艾·裡斯先生談如何做營銷戰略和定位。從上個世紀末期開始，裡斯伙伴主席先生和總裁勞拉女士多次受邀到印度演講和咨詢，指導印度軟體企業營銷戰略，為印度軟體業品牌在全球的成功提出了很多重要建議。

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.

　　幫助IBM走出困境，成功轉型

　　80年代以來，IBM在IT業內被眾多專業級對手所肢解（硬體被康柏、戴爾、蘋果，軟體被微軟、甲骨文，晶元被英特爾，工作站被SUN）。1991年虧損81億美元。IBM向何處去？根據IBM產品線長的特點，為IBM品牌定位為“集成電腦服務商”。這一戰略使得IBM成功轉型，走出困境，2001年凈利潤高達77億美元。

　　使蓮花軟體絕處逢生

　　“蓮花1-2-3”試算表在軟體業取得成功後，遭遇到微軟公司EXCEL的攻擊，蓮花公司面臨絕境。將聚焦其新產品NOTES軟體，將其定位為第一個“群組軟體”，用來解決聯網電腦上的同步運算。此舉使蓮花公司重獲生機，並憑此贏得IBM青睞，以高達35億美元的高價被IBM購買。

　　造就美國最受尊重的公司：西南航空

　　針對美國航空等多艙級運營的公司，為西南航空在外部市場競爭中確立了“單一經濟艙飛行”的定位，再以之引領內部經營，形成一整套獨特的運營活動。由於這種經濟艙飛行服務（乘客稱之為“會飛的牛車”）適合於短途航線，現在西南航空成為了短途飛行之王。

　　由於事先解決好了競爭定位，西南航空的內部運營產出可以有效地被外部接受而轉化為巨大業績，其市值比美國三大航空公司總和的三倍還高，是“9•11”事件後美國航空業唯一不受政府補貼且保持盈利的公司，1997～2006連續十年獲評“美國最值得尊敬的公司”。

　　打贏可樂戰：七喜如何與可口可樂展開競爭？

　　七喜汽水通過將檸檬汽水重新定位為“非可樂”而獲得巨大成功。但後來，七喜的口號變成了毫無意義的“美國看好七喜汽水”，背離了非可樂的定位，導致銷量急劇下滑。

　　評估並指出了產品滯銷的原因併進一步提出了 “不含咖啡因的汽水”的定位，直指可樂的強勢中的弱勢，這個戰略使七喜汽水大放光彩，不僅牢牢占據了飲料業第三的地位，最終還逼迫可口和百事推出了不含咖啡因的可樂，並因此產生混亂和受到重創。

　　如何為紐西蘭重新定位？

　　紐西蘭在全球宣傳的幾年中，從未對他們的國家給出一個簡單而富有競爭力的定位。 為它制定了戰略定位——“世界上最美麗的兩個島嶼。” 藉助澳大利亞的旅游熱，在無爭的新地帶分走了來澳大利亞旅游者其中的一段時間，而且因為“世界上最美麗的兩個島嶼”給澳大利亞之行擴充了一個強有力的新景點，還會增加人們對澳大利亞游的興趣，因此總的市場也將擴大。

　　事後證明一切如願。紐西蘭不僅成功地爭取到了游客，而且提升了到澳大利亞旅游的人數。更棒的是，該定位後來不光在美國產生很好的結果，在歐洲、亞洲都得到了良好的回應。

　　棒！約翰如何痛擊必勝客？

　　在美國，現在公認最成功的比薩連鎖店是棒！約翰(Papa John’s)， 裡斯伙伴接手棒！約翰時，它不但規模小，還有更大的問題：產品線長，產品複雜。從它製作比薩的獨特方法中看到了未來——棒！約翰的比薩不像必勝客那樣用濃縮的沙司，而是直接採用自然成熟和新鮮包裝的番茄現制沙司；它不用混合乾酪而完全用義大利乾酪；不用冷凍麵粉而用新鮮麵粉；不用自來水而用純凈水……在這樣一個複雜而奢侈的製作流程中，實際上可以用一個戰略定位來統領戰略，那就是：最高級的比薩。 “最高級的比薩”能使棒！約翰的以上運營活動得到一個戰略核心。

　　約翰把最高級的比薩戰略執行得很棒，現在“更好的原料，更好的比薩”幾乎成了流行語。 《華爾街日報》有一篇文章談論他們的數字，棒！約翰的銷售增長兩倍於行業速度，利潤上升了66％，股票的價格已經是上市時的四倍。

　　70年代“定位”

　　“定位”一詞，由艾·裡斯先生和傑克·特勞特先生在商業實戰中提出。1972年，艾·裡斯先生先生和傑克·特勞特先生在《廣告時代》，發表系列文章，宣告“定位時代”的到來。“定位”也成為有史以來對美國營銷影響最大的觀念。定位最為重要的貢獻在於揭示了營銷競爭的終極戰場“心智”，定位也成為70年代營銷和品牌創建的方法。

　　80年代“營銷戰”

　　進入80年代，美國的市場競爭空前激烈，艾·裡斯先生和特勞特先生再度聯手推出《營銷戰》一書，營銷戰提出“營銷即戰爭”的觀點，其中“四種戰略模型”被全球商學院廣泛使用。“營銷戰模型”成為80年代營銷和品牌創建的主要工具。

　　90年代“聚焦”

　　進入90年代，在企業成長的欲望和華爾街資本力量的推動下，美國企業紛紛陷入多元化發展的陷阱之中：GE、西爾斯、IBM等大企業舉步維艱。艾·裡斯先生先生推出了《聚焦》一書，被稱為“管理史上的加農炮”，引發了GE等企業“數一數二”的革命。聚焦，成為90年代，營銷和品牌創建的主要工具。

　　新世紀：“分化”與“品類”

　　2004年，艾裡斯先生與伙伴勞拉女士推出《品牌之源》一書，揭示了被企業忽視的偉大商業力量——分化，以及因化分而產生的品牌之後的關鍵——品類，成為大師品牌戰略的落定之作，也宣告了品類時代的來臨。從2004年起裡斯先生、勞拉女士與包括中國在內的全球合伙人一起發展出更高級的品牌戰略方法——品類戰略系統，是裡斯伙伴品牌戰略咨詢的核心工具.