Last October 1, Al Ries, the legendary brand strategist and best-selling author of Positioning: The Battle for your Mind, Focus and The 22 Immutable Laws of Marketing gave a talk on the newest brand strategies at the Brand Strategy Forum in Dusit Thani Hotel in Makati. Al Ries is the architect behind the groundbreaking marketing tool known as positioning -- the concept of replacing a product and its function with a brand name. Remember the last time you Xeroxed something? Or did you photocopy it? When you sneeze, does someone offer you a Kleenex or a tissue?
Sharing the stage was our very own Jos Ortega, who gave a talk on the Yellow Rubber Duck Strategy. Jos discussed insights on how to create memorable brand stories that will keep customers and make them come back for more.
al ries and a very happy jos
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