Why are most slogans and taglines ineffective? Because they're just words and a mind cannot understand words. A mind can only understand sounds. Why do most Americans remember the battlecry of the French Revolution (Liberte, e...

When my dad, Al Ries, wrote "Positioning: The Battle for Your Mind" in 1981, he overlooked one important idea. The visual. Positioning is a totally verbal concept. You build a brand by owning a word in the mind. Yet the be...