The U.S.-Japan defense alliance is a product the Cold War and had relevance during that period, but has been obsolete since the early 1990s.

FORBES: Connect

But in the age of Groupon, search and social media advertising, it is the relevance of brand-, not product-centric advertising must be called into question.

FORBES: Al Ries Puts The Cart Before The Horse In Paean To Brand Advertising

As the head of Google's antiwebspam team, he's rewriting the complex set of rules for ranking Web pages based on their relevance to a given query, which is the company's DNA, its single most important product and a trade secret more closely guarded than the recipe for Coke.

FORBES: Magazine Article