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Positioning: The Battle for Your Mind Paperback – December 13, 2000

by Al Ries (Author), Jack Trout (Author), Philip Kotler (Foreword)

307 customer reviews

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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.

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Editorial Reviews

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

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.

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.

Paperback: 224 pages
Publisher: McGraw-Hill Education; 1 edition (January 3, 2001)
Language: English
ISBN-10: 9780071373586
ISBN-13: 978-0071373586
ASIN: 0071373586
Product Dimensions: 5.4 x 0.6 x 8 inches
Shipping Weight: 8 ounces (View shipping rates and policies)
Average Customer Review: 307 customer reviews
Amazon Best Sellers Rank: #14,415 in Books (See Top 100 in Books)
- #26 in Books > Business & Money > Marketing & Sales > Advertising
- #31 in Books > Business & Money > Management & Leadership > Training
- #142 in Books > Business & Money > Marketing & Sales > Marketing

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Oliver Gray

Great book, even more applicable in 2017 than it probably was in 1978

November 5, 2017

Format: PaperbackVerified Purchase

Great overview for those new to marketing, but fair warning, it was published in 1978, so a lot of the references feel dated (especially related to technology).

Still some very applicable ideas for positioning your product or service in the minds of people already overloaded with advertising stimuli. Must read for anyone in a marketing role.

3 people found this helpful4 people found this helpful

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Abi Noda

A must-read for marketers and entrepreneurs

January 27, 2014

Format: PaperbackVerified Purchase

Positioning is about how to define your product or entity in an optimal way so as to differentiate it from competitors and drive preferential purchase or use. Ries and Trout argue that positioning has become especially critical for marketers as our society has become increasingly overburdened with communication and advertisements.

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.

6 people found this helpful7 people found this helpful

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Alan Lattanner

Relevant, Practical and Valuable

April 29, 2012

Format: PaperbackVerified Purchase

This is an outstanding book of high value to anyone trying to stand out from the crowd. The theme is that we are all marketers trying to communicate our message in the most effective manner and that there is a better way.

The authors coined the term "positioning" and first wrote about it in a 1972 article in Advertising Age. "Positioning is the first body of thought that comes to grips with the problem of getting heard in an overcommunicated society," they say. It is perhaps even more relevant today given the orders-of-magnitude increase in messaging of all types where only the tiniest fraction is relevant to any one person.

Developed largely around big-company advertising, positioning is broadly applicable to entrepreneurs, small business, job seekers, career professionals and lonely people as well as corporations and institutions. How can this be? Don't we live in a society of rapid obsolescence where yesterday's news is virtually irrelevant? The reason is psychology.

Positioning is based on how people think, how they evaluate, how they compare, how they prioritize and how they select. These are nearly timeless processes deeply embedded in the human mind. Ries and Trout show you how to hook your message into the subconscious mind of your prospects. In another book Ries defines a brand as "a singular idea you own inside the mind of your prospect." The methods described in this book help you craft that brand message for maximum effectiveness.

This book is very well organized. The Table of Contents includes one-sentence chapter summaries so you can quickly jump to material that is relevant to your situation. They cover "Positioning of a Leader," "Positioning of a Follower," and "The Power of a Name." Example positioning exercises include "Positioning of a Company," "Positioning of a Country," "Positioning of a Product," "Positioning of a Service," and "Positioning of a Ski Resort" among several others. For the individual seeking a job or trying to advance a career there is "Positioning Yourself and Your Career." For the small business person and entrepreneur there is "Positioning Your Business" and "Playing the Positioning Game." This is not only for marketing professionals.

Some reviewers find the examples outdated. I challenge them to use those examples as a starting point to find companies today whose success is based on excellent positioning (e.g. LinkedIn: Business Networking; Tesla Motors: High-Performance Electric Cars; Starbucks: Social Coffee). The process and the beneficial results have not changed over time.

I rate this a 5 star book for thought-provoking content, broad appeal, and excellent organization.

3 people found this helpful4 people found this helpful

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PDA

Excellent and Applicable

November 27, 2013

Format: Kindle EditionVerified Purchase

The principles in this book are excellent and applicable even at the lowest level of single individual proprietorship small business. Recommended reading for any one, even a part timer, small business. You should also add 'The 22 Immutable Laws of Marketing' and 'The 22 Immutable Laws of Branding' and make it a set.

I give this book only four stars because: a) toward the last quarter of the book he parsed into separate categories several 'principles' that were really just a single principle and I got the feeling he was just trying to make the book seem more 'rich with information'; b) this information is thirty to thirty five years old (1980,s) and the examples show it. It needed to be updated - it was published 2001; c) some of the predictions in the book were way off. After thirty five years or so, they now know what really happened and should have explained the reasons, thus adding to real 'richness of information'.

Nevertheless, the principles are sound, well tested, and applicable (with some good judgement when doing so).

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