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Positioning: The Battle for Your Mind Paperback – December 13, 2000
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From the Back Cover
"One of the most important communication books I've ever read. I highly recommend it!"
Spencer Johnson, author of Who Moved My Cheese? and co-author of The One Minute Manager
"...Ries and Trout taught me everything I know about branding, marketing, and product management. When I had the idea of creating a very large thematic community on the Web, I first thought of Positioning...."
David Bohnett, Chairman and Founder of GeoCities
The first book to deal with the problems of communicating to a skeptical, media-blitzed public, Positioning describes a revolutionary approach to creating a "position" in a prospective customer's mind-one that reflects a company's own strengths and weaknesses as well as those of its competitors. Writing in their trademark witty, fast-paced style, advertising gurus Ries and Trout explain how to:
- Make and position an industry leader so that its name and message wheedles its way into the collective subconscious of your market-and stays there
- Position a follower so that it can occupy a niche not claimed by the leader
- Avoid letting a second product ride on the coattails of an established one.
Positioning also shows you how to:
- Use leading ad agency techniques to capture the biggest market share and become a household name
- Build your strategy around your competition's weaknesses
- Reposition a strong competitor and create a weak spot
- Use your present position to its best advantage
- Choose the best name for your product
- Determine when-and why-less is more
- Analyze recent trends that affect your positioning.
Ries and Trout provide many valuable case histories and penetrating analyses of some of the most phenomenal successes and failures in advertising history. Revised to reflect significant developments in the five years since its original publication, Positioning is required reading for anyone in business today.
About the Author
Al Ries is Chairman of Ries & Ries, Focusing Consultants. Jack Trout is Chairman of Trout & Partners. Al Ries and Jack Trout are undoubtedly the world's best-known marketing strategists.
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Top customer reviews
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After this book, marketing authors have rediscovered old concepts with other words again and again... (If someone identifies a new fundamental concept introduced later please post your comment on this review!).
This book is a must read, for the ideas in it and the pleasure to read it.
The importance of "Positioning" had a great example just recently in American Business history.
Steve Jobs was a master of positioning, he did it to Apple and Pixar in a spectacular way. Each new product he unveiled to the public he would position it in a very particular way creating a marketing impact second to none.
What is most strange is that, the Authors of Positioning kept repeating themselves in several books, committing the same sin that they criticized on others, line extension!
This book had hundreds of misspellings, disjointed sentences, paragraphs out of position and even sentences that stop in the middle and resume several paragraphs away.
As a former publisher I surmise the goofy placement of some of the "head" images has caused much of this.
Bottom line? This clearly disrupts the points to be made. It is very distracting (not just distracting). This book Ned's a major overhaul by some who actually tries to read it.
Bill Wiersma, Author--The Power of Professionalism
Most recent customer reviews
Could use some updating.
Three things to say:
1) its one of the most important and impactful books...Read more