Trout & Ries[1][2] was known for publicizing and then putting into practice the concepts in their ''Positioning. The Battle For Your Mind[3] book.

History

Advertising Age wrote that "Jack Trout and Al Ries didn't invent positioning. But they positioned it."[1] Both of them had been employed in General Electric's advertising department.[2][4] Their partnership[5] originated when, in 1967, Trout joined the firm that in 1961 Ries had founded as Ries Cappiello Colwell.[6][7] In 1989 they renamed their firm Trout & Ries.[1] In 1994 they used the term "refocusing" as a counterweight to a then-popular buzzword: reengineering.[8] That was also the year when their formal partnership ended: Trout opened Trout & Partners in Connecticut, and Ries began Ries & Ries with his daughter Laura Ries in Atlanta.[6]

References

  1. 1 2 3 Pat Sloan (June 13, 1993). "What Trout & Ries hath wrought". Advertising Age. p. 51.
  2. 1 2 Philip H. Dougherty (January 5, 1982). "Trout Sets Its Agency Apart". The New York Times.
  3. ↑ Jack Trout; Al Ries (1969). Positioning. The Battle For Your Mind. McGraw-Hill Education. ISBN 0-07-137358-6.
  4. ↑ albeit "at different times"
  5. ↑ "Trout & Ries Going Into Strategy Business". The New York Times. December 29, 1987.
  6. 1 2 Richard Sandomir (June 7, 2017). "Jack Trout, Who Fought for Consumers' Minds and Money, Dies at 82". The New York Times.
  7. ↑ Richard W. Stevenson (January 20, 1989). "Trout & Ries Moving". The New York Times.
  8. ↑ Pat Sloan (June 13, 1994). "Refocusing for next 25 years". Advertising Age. p. 50.


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