- Audible Audio Edition
- Listening Length: 4 hours and 8 minutes
- Program Type: Audiobook
- Version: Unabridged
- Publisher: McGraw-Hill Education
- Audible.com Release Date: February 23, 2006
- Language: English
- ASIN: B000EQDE1C
- Amazon Best Sellers Rank:
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Positioning: The Battle for Your Mind Audiobook – Unabridged
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Top customer reviews
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Some reviewers find the examples outdated.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.
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
Three things to say:
1) its one of the most important and impactful books...Read more
so I am sad