Is Al Ries Dangerous to Your Brand? Nah!

"Despite his historic importance, in the current business and marketing realities Al Ries is outdated and limited," says Dan Herman, (himself a brand builder with a book to promote) in his article, Is Al Ries Dangerous to Your Brand? Ries is author of the classic marketing tome, "Positioning: The Battle for Your Mind" and, more recently, "The Death of Advertising, The Rise of PR."

Ries, whom I have known since the early 80s, was among the first of the marketing gurus to grasp the credibility of PR over advertising. However, I certainly would agree with Herman on one count: "Ö the world has changed, and Al Ries stayed focused but behind ." Ries seems uninterested in the online world and its impact. When I recently asked him which blogs he reads, he told me he doesn't read them.

When millions of people are reading blogs like Instapundit, Boing Boing, Wonkette, (to name a few) and journalists are quoting them daily, no one in marketing or PR can ignore the phenomenon and maintain authority.

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