Trout & Ries[1][2] was known for publicizing and then putting into practice the concepts in their ''Positioning.
Advertising Age wrote that "Jack Trout and Al Ries didn't invent positioning.
"[1] Both of them had been employed in General Electric's advertising department.
[2][4] Their partnership[5] originated when, in 1967, Trout joined the firm that in 1961 Ries had founded as Ries Cappiello Colwell.
[1] In 1994 they used the term "refocusing" as a counterweight to a then-popular buzzword: reengineering.