- Series: Marketing/Sales/Advertising & Promotion
- Paperback: 224 pages
- Publisher: McGraw-Hill Education; 1 edition (January 3, 2001)
- Language: English
- ISBN-10: 0071373586
- ISBN-13: 978-0071373586
- Product Dimensions: 5.4 x 0.6 x 8 inches
- Shipping Weight: 11.4 ounces (View shipping rates and policies)
- Average Customer Review: 4.3 out of 5 stars See all reviews (287 customer reviews)
- Amazon Best Sellers Rank: #11,789 in Books (See Top 100 in Books)
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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
I wish I could go back in time after having read this book -- Positioning gave me numerous epiphanies related to companies I have started or worked for. Positioning is a must-read for anyone who works in marketing or business, especially those launching a new product or struggling to hit stride with an existing product.
The book hammers home the point that the only reality that matters with is the perception of your customers. It's the prospect's world-view and interpretation of your product that counts, not yours. And although this book contains outdated examples as it was published over 30 years ago, I didn't feel that this detracted from the core content. Rather, the authors' prophetic and timeless concepts helped reinforce their arguments. Overall, this book helped me move along the path towards critically understanding and evaluating positioning strategies.
My primary criticism of this book is that while Ries and Trout provide a highly practical explanation of how and when to use line extensions, I did not feel as well-armed with practical methodologies for positioning in general. Other than semantic differential, no research strategies or exercises were provided for defining the positioning of an entity. I was somewhat able to fill this gap with material I found online published by Roger Straus. In particular I would recommend looking up Straus's "triangular" strategy, which incorporates rational, affective and relational positioning, to be a great supplement to Positioning.
I had not realized how important positioning was in business and ones personal life until reading this. This book was an easy and fun read, but still packed with enlightening information that reigns true despite the changes in the world. It uses history and "current events" to express and better explain theories and practices which can be extraordinarily useful. It also explains what not to do and why.
Though long, and somewhat redundant, their message is clear and heard throughout their book. Various examples assure that every possibility is explained and expounded upon. I highly recommend this book for those beginning in not only advertising or marketing, but any business.