He declared advertising dead a couple of years ago and now, in his latest article in Ad Age (“What CEO’s Just Don’t Get About Marketing”), Al Ries has stirred up trouble again by making over-reaching generalizations.

Brand Autopsy’s John Moore makes some excellent points about the importance of execution in advertising and calls Big Al out. It will be interesting to see the godfather of positioning try to explain his way out of this one.

What Ries Doesn’t Get About Execution

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