Hey, Google: Put Some of Those Ad Dollars Back Into Advertising
In the spring of 1972, Jack Trout and I wrote a series of articles for Advertising Age titled “The Positioning Era Cometh.”
And it sure came. By December of that year, The Wall Street Journal ran a front-page story on positioning (not totally favorable). But it turned out to be a “keystone” story that sparked hundreds of articles in local newspapers and magazines.
As a result of the publicity, our advertising agency (Ries Cappiello Colwell) began to attract a different kind of client. As one prospective client said, “We don’t want to hire you to do our advertising; we have an agency for that. We want to hire you to do our positioning strategy.”
