Global & Local References
A Few Highlights
More than 25 years of Consulting & In-House Experience
utilizing Positioning Principles to serve & drive
major Global & Local Brands like those above.
and many more companies and brands around the world...
Highlights from Global & Local Projects to Demonstrate The Positioning Principles at Work
Call us for a presentation on these success stories and how we can help you Stand Out in the Mind.
Problem / Opportunity: Leadership treathened due to scattered brand initiatives
Solution: Total Makeover with a refreshed Positioning, Brand Architecture, Verbal Nail, Visual Hammer, Packaging & Advertising
Result: Dominant Leadership, Profitable Growth and opening of the path for Globalisation
Who Are We?
RIES was founded in 1963 by Al Ries, creator of the positioning principles.
RIES is a global consulting group with offices in Atlanta & Shanghai as well as partners around the world.
RIES Turkey was founded by Meltem Heper in 2019.
What Do We Do?
Through positioning methodology, RIES helps companies and brands stand out in prospects’ minds to achieve market dominance and profitable growth.
Clients hire us based on our global reputation and decades of experience.
Leaders appreciate how we approach marketing strategy based on our proven principles and then bring us in to work on their company and brands.
RIES, as the pioneer and leader of strategic positioning consulting, has helped many Fortune Global 500 companies as well as start-up's establish their strategic positioning and overcome bottlenecks that have limited their growth.
Positioning Methodology is based on Timeless Principles.
These principles are easy to learn but applying them to each individual client’s situation takes skill & experience.
That is where the RIES team comes in.
A Brief History
In the year 1971, a new era in Marketing began with the birth of the Concept of Positioning,
theorized by Al Ries and named by Jack Trout.
In 1981, Positioning, the Battle for Your Mind, by Al Ries & Jack Trout, was published.
Since then, the book has sold more than 3 million copies in 22 countries around the world.
In the year 2008, Fortune selected the Positioning book as the "best business classic".
In the year 2009, Advertising Age Readers voted the book the "best marketing book they have ever read".
The second best book, Ogilvy on Advertising.
The third best book, The 22 Immutable Laws of Branding, by Al Ries and Laura Ries.
The Positioning Principles and the Laws of Marketing & Branding outlined by the authors are not only still valid after close to half a century,
they are more important than ever in an era of constant change & increased competition;
ignoring them is at the risk of crisis like many others have experienced before.
And how has a marketing concept and the principles and rules surrounding it become so timeless?
They are based on the the workings of the human MIND.
Based on Science:
The Science of how the Human Mind Works
Revolutionized Marketing close to half a century ago. Ever more crucial for Survival in the 21st Century.
1) Find an Open Hole
Look for an open hole in the mind and then be the first brand to fill it.
Instead of communicating the benefits of your product, you need to look inside the mind of the customer to find a position you can own.
Your Positioning Experts
Pioneering Team with more than 25 years of Global & Local Expertise
Meltem Heper is a Strategic Positioning Expert since 1998 and a Ries Global Consulting Partner since 2019.
Meltem helps Companies, Leaders and Cultures formulate their overall strategy in the light of a Clear Positioning to become a Global Center of Attraction.
Positioning is Owning a word, a concept or a category in the Mind;
it defines a brand, what it is and what it is not.
Meltem has developed service models to Clarify, Strengthen and Sustain a Strategic Positioning by synthesizing extensive research on the subject with more than 25 years of in-house experience spanning global companies to new ventures.
Her most important insight is that to create a Magnetic Brand, instead of wasting resources on popular tactics, a Clear Positioning has to be the centerpiece of all strategies.
With this in mind, she became the sole authorized Turkish partner of the inventor of Positioning, Al Ries and his daughter Laura Ries, to establish RIES Turkey and its solution partner Magnetic Brand.
Previously, she served as a top level executive in many different organizations from Fortune 500 companies (Unilever 15 years) to SMEs and Start-Ups, and led leading Global and Local brands.
Besides managing countless brands from Dove to Duru, Dalin, Cistus & Knauf and experiencing both B2C and B2B business models, playing a role in the transformation of family companies has contributed to her perspective today at least as much as her global company experience.
She has received various marketing awards throughout her career and has been named
one of the "Top 25 Marketers of Turkey" by Capital Magazine.
In Their Own Words
Executive Vice President
I worked with Meltem when I was on the Board of Evyap and Meltem was heading International Marketing.
She did an excellent job especially on Duru. She found a brand which was very fragmented, had no consistent positioning across variants and products, no consistent look and feel — and, despite starting from a very complex situation, she was able to find a way forward which truly created a brand. It’s one thing to create a brand from scratch — difficult in itself. It’s actually much harder to take a highly fragmented and inconsistent brand and create a brand from that. This all required Meltem to leverage her long experience on brands, her creativity in being able to map a way forward and her leadership to make it happen. It all happened in a short period of time. Meltem did similar work on other brands — with similar results.
She was always very good to deal with — had clear opinions, expressed her point of view well, was a good listener and was able to take multiple inputs and reflect them well.