Al Ries

Celebrated Marketing Strategist and Best-Selling Author

Al Ries Biography

Al Ries attended high school in Harvey, Illinois, he then joined the Merchant Marines and later the US Army where he served in Korea. Upon his return, Al attended and graduated from DePauw University in Greencastle, Indiana with a degree in liberal arts in 1950. After school, he accepted a job in the advertising and sales promotion department of General Electric in Schnectady, New York.

In 1955, Al joined Needham, Louis & Brorby in New York City as an account executive (and later vice president) on the Worthington and Peugeot accounts (The agency is now DDB Worldwide) In 1961, he joined Marsteller, Inc as an account supervisor. In 1963, he founded his first advertising agency Ries Cappiello Colwell in New York City.

In 1972, Al Ries (with Jack Trout) wrote a three-part series of articles on "positioning" for Advertising Age magazine. In 1979, the agency's name was changed to Trout & Ries Advertising with Al as Chairman.

Eight years after the original positioning articles were published, Al Ries (with Jack Trout) wrote his first book entitled Positioning: The Battle For Your Mind published by McGraw-Hill in 1980. Positioning has become an industry classic, with estimated sales of over one million books. It is one of the best selling advertising books of all time.

In 1985 Al Ries (with Jack Trout) wrote a second bestselling book entitled Marketing Warfare. Crossing marketing thinking with some principles of the famous Prussian military strategist, Carl von Clauswitz, this book also received wide acclaim. The two books are available in a total of 17 different languages.

In 1988, Al Ries (with Jack Trout) wrote Bottom-Up Marketing a book that attacks some of management's most cherished concepts, including goals, mission statements and strategic planning. His revolutionary concept: "Strategy should be developed from the bottom up, not the top down."

In 1990, Al Ries (with Jack Trout) wrote Horse Sense, a book that applies marketing principles to the marketing of people. It attacks much of the conventional wisdom of how to become successful. "Find a horse to ride," is the authors' advice. A horse can be a product, an idea, a company or even another person.

In 1993, Al Ries (with Jack Trout) wrote The 22 Immutable Laws of Marketing, a book that outlines the basic reasons why marketing programs succeed or fail. "Violate them at you own risk," it cautions. The book has been on bestseller lists around the world, including Mexico, Argentina and Germany. In 1993, the book was the best-selling business book in India.

After several years together, Al and Jack called it quits in 1994. The split was amicable and the two remain friends. Al wanted to bring in his daughter, Laura, who had recently graduated from Northwestern University and was working as an account manager at TBWA Advertising. In 1994, Al Ries founded Ries & Ries with Laura Ries and opened an office in Great Neck, New York.

In 1996, Al wrote Focus: The Future of Your Company Depends on It, which was published by HarperCollins. Focus shows why companies need to narrow the focus in order to own a category in the consumer's mind. Red Herring magazine called Focus the "management canon."

In the fall of 1997, Al and Laura relocated their homes and business to Atlanta, Georgia. After spending over forty years in New York, Al decided to escape the Big Apple and chose the Big Peach instead, where the weather is warm, the people friendly and the airport convenient.

In 1998, Al Ries and Laura Ries co-authored The 22 Immutable Laws of Branding, published by HarperCollins. This book laid downs the laws for building any product or service into a world-class brand. It hit number nine on the BusinessWeek bestseller list in January 1999.

In 1999, Al was named one of the 100 most influential public relations people of the 20th century by PR Week magazine. He also was profiled in the June 28th issue of BusinessWeek magazine.

In the year 2000, Al Ries and Laura Ries co-authored The 11 Immutable Laws of Internet Branding, published by HarperCollins. A book that uses Ries' marketing savvy and expertise in branding and brings it to the Internet. Al and Laura have defined the laws for the biggest challenge of the new millennium: what to do about the Internet and how to build an Internet brand.


Delivering exciting and dynamic speeches is Mr. Ries' specialty. Speeches based on the Laws of Branding or other customized topics, all of our presentations are custom tailored to your specific audience. Using examples from a wide variety of industries Mr. Ries discusses and illustrates each law. He makes extensive use of slides (about 100 per hour) which makes his speeches fast paced and interesting. All presentations are built on Microsoft PowerPoint.

Contact a speaker booking agent to check availability on Al Ries and other top speakers and celebrities.

Al Ries Videos

Al Ries - Palestra - Video 2
Al Ries - Palestra - Video 3
Al Ries - Palestra - Video 4

How to book Al Ries?

Our booking agents have successfully helped clients around the world secure talent like Al Ries for speaking engagements, personal appearances, product endorsements, or corporate entertainment for over 15 years. The team at All American Entertainment represents and listens to the needs of organizations and corporations seeking to hire keynote speakers, celebrities or entertainers. Fill out a booking request form for Al Ries, or call our office at 1.800.698.2536 to discuss your upcoming event. One of our experienced agents will be happy to help you get pricing information and check availability for Al Ries or any other celebrity of your choice.

How much does it cost to book Al Ries?

Booking fees for Al Ries, or any other speakers and celebrities, are determined based on a number of factors and may change without notice. Pricing often varies according to the circumstances, including the talent's schedule, market conditions, length of presentation, and the location of the event. Speaker fees listed on this website are intended to serve as a guideline only. In some cases, the actual quote may be above or below the stated range. For the most current fee to hire Al Ries, please fill out the booking request form or call our office at 1.800.698.2536 to speak with an experienced booking agent.

Who is the agent for Al Ries?

All American Entertainment has successfully secured celebrity talent like Al Ries for clients worldwide for more than 15 years. As a full-service talent booking agency, we have access to virtually any speaker or celebrity in the world. Our agents are happy and able to submit an offer to the speaker or celebrity of your choice, letting you benefit from our reputation and long-standing relationships in the industry. Fill out the booking request form or call our office at 1.800.698.2536, and one of our agents will assist you to book Al Ries for your next private or corporate function.

What is a full-service talent booking agency?

All American Speakers is a "buyers agent" and exclusively represents talent buyers, meeting planners and event professionals, who are looking to secure celebrities and speakers for personal appearances, speaking engagements, corporate entertainment, public relations campaigns, commercials, or endorsements. We do not exclusively represent Al Ries or claim ourselves as the exclusive booking agency, business manager, publicist, speakers bureau or management for Al Ries or any other speaker or celebrity on this website. For more information on how we work and what makes us unique, please read the AAE Advantage.

Al Ries is a keynote speaker and industry expert who speaks on a wide range of topics . The estimated speaking fee range to book Al Ries for your event is $20,000 - $50,000. Al Ries generally travels from Georgia, USA and can be booked for (private) corporate events, personal appearances, keynote speeches, or other performances. Similar motivational celebrity speakers are Viola Davis, Amy Poehler, Amy Schumer, Rashida Jones and Julia Louis-Dreyfus. Contact All American Speakers for ratings, reviews, videos and information on scheduling Al Ries for an upcoming event.

Al Ries Videos

Al Ries - Palestra - Video 2
Al Ries - Palestra - Video 3
Al Ries - Palestra - Video 4
Al Ries lecture (part 1)
Al Ries - Palestra - Video 1

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Speakers Similar to Al Ries

This website is a resource for event professionals and strives to provide the most comprehensive catalog of thought leaders and industry experts to consider for speaking engagements. A listing or profile on this website does not imply an agency affiliation or endorsement by the talent.

All American Entertainment (AAE) exclusively represents the interests of talent buyers, and does not claim to be the agency or management for any speaker or artist on this site. AAE is a talent booking agency for paid events only. We do not handle requests for donation of time or media requests for interviews, and cannot provide celebrity contact information.