The Global Consulting Group Founded by Al Ries

Ries Global

The Positioning Pioneers

Ries company was founded in 1963 by Al Ries, founder of positioning principles. Ries is a global consulting group with offices in Atlanta & Shanghai as well as partner affiliates around the world.

Through positioning methodology, Ries helps companies and brands develop strategies and positioning that can get into prospects’ minds. Ries, as the pioneer and leader of strategic positioning consulting, has helped many Fortune Global 500 companies and innovative companies establish their strategic positioning and overcome bottlenecks that have limited their growth.

Al Ries

Al Ries first rose to fame in 1972 when a series of three articles on his concept called “positioning” appeared in Advertising Age. The positioning idea took the ad world by storm and was voted by AdAge as one of the 75 most important advertising ideas of the past 75 years.

Al founded his first agency, Ries Cappiello Colwell in 1963 in New York City. That agency is now Ries, a global consulting firm with offices in Atlanta & Shanghai, and affiliates across the world.

Al is known as the Pioneer of Positioning and is the bestselling author (or co-author) of 11 books, which have sold more than 3 million copies worldwide.


Laura Ries

Laura Ries is a leading marketing strategist, bestselling author, and television personality. In 1994, Laura joined the Ries consulting firm founded by her father and partner, Al Ries.

Laura is a frequent marketing analyst on major news programs from the Today Show to Squawk Box. She runs the U.S. Ries office and is Global Chairman along with her father.

In addition to the books she has co-authored with Al Ries, she is the author of Visual Hammer and Battlecry.

Simon Zhang

Simon Zhang is a positioning expert,CEO of Ries Global and Chairman of Ries China.

Simon Zhang joined Ries positioning strategy & consulting in 2007 and has taken the initiative to build up the China team. In just 12 years, the China team led by Simon Zhang has helped build up many Chinese brands that are the leaders in China and even in the world. They include Kweichow Moutai, the world’s largest maker of high-end spirits; Wong Lo Kat, the world’s largest herbal tea brand; ROBAM, the world’s largest range hood brand; Cha Cha, the world’s largest sunflower seeds brand; and Great Wall Haval, the biggest SUV brand in China. These success stories have consolidated the leadership of Ries in the industry.

Simon leads Ries positioning strategy & consulting consolidate its leading edge in multiple markets, strengthen its global network collaboration, and help enterprises to better build up their global brands.

Our Ries Global Partners


Al & Laura Ries


Meltem Heper

Phone: 90 532 456 0335


Simon Zhang

Suite 2715, No.161 Lujiazui (E) Road, Shanghai 200120 China

Phone: 86-21-58778501


Raul del Rio


Michael Brandtner


Behrooz Lotfian

Phone: 0098-912-3212376


Ada Leyva

Phone: 51993023260


Shervin Shahidi & Behrooz Lotfian


Joseph Cohen


Tanya Lukianova


Jens Hansen

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