RIES Consulting is closely tied to the development of modern brand positioning. Founder Al Ries helped introduce the concept with Jack Trout in Advertising Age in the 1970s, and the Atlanta-based firm continues that work today through brand positioning, category strategy, naming, verbal identity, and visual positioning. With approximately 168 employees, RIES helps organizations define a clearer place in the minds of customers and align leadership teams around positioning decisions.

The firm’s work includes positioning workshops that help teams isolate strategic issues, define or refine categories, sharpen brand focus, and apply positioning principles to growth decisions. Today, under Chairwoman Laura Ries, the firm advises companies worldwide on positioning strategy, category creation, strategic enemy development, and visual hammer development, continuing a body of work that has shaped how brands compete and grow.