Proposed the concept of positioning theory, which is one of the world’s most distinguished marketing strategies. He was noted with the “Arrival of the Positioning Era” along with Jack Trout, which was serialized in “Advertising Age” magazine. In 1994, he established a consulting firm Ries & Ries along with his daughter; Laura Rise. Ries was selected as one of the most influential people in the field of public relations in the 20th century by PR Week magazine in 1999. Ries has also written a number of books that have made the BusinessWeek best seller list on a number of occasions. He graduated from DePauw University in Indiana.