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Brands succeed mainly by inspiring loyalty, but consumers aren’t out there thinking about brands. When they do think about it, how a brand is positioned matters in it being recognised, retrieved. Al Ries and Jack Trout immortalised the word ‘positioning’ for generations of marketers. This week’s column of Brand Matters pays tribute to the marketing legend.

Picking up shovels and packing soil in the ground around a couple of Red Rage tupelo trees, Philomath Rotary Club members got their hands dirty to contribute to the community on Arbor Day.

Using the concept of “positioning,” he guided companies to market their products by creating hard-to-forget messages.

RIES ENGINEERING S.C. in Ethiopia