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Product Description
Book Description
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.
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How did a hard-sell concept like positioning become so popular in a business noted for its creativity? Read the first page
Concordance
Front Cover | Copyright | Table of Contents | Excerpt | Index
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Most helpful customer reviews
2 of 2 people found the following review helpful
3.0 out of 5 stars
Not for Entrepreneurs - Great for Packaged Goods Marketers,
By J. A. Broad "Julie Broad (http://www.revnyou.... (Vancouver) - See all my reviews (TOP 500 REVIEWER) (REAL NAME)
Amazon Verified Purchase(What's this?)
This review is from: Positioning: The Battle for Your Mind (Audio CD)
Trout and Reis have been quoted so much in conferences and books and programs I've taken that I expected a lot of this book. I found many of the insights and discussions very interesting but didn't take away a ton of great lessons from the book. Most of the stats are very old and many of the stories aren't relevant to today. If you're a marketer working for P&G or Kimberly Clark or one of the packaged goods companies I think there is a lot to be learned from these two authors. If you're an entrepreneur I think you'll find much better books out there to help you understand your brand and how to position yourself. Start with books like Influence by Cialdini, Michael Masterson's series of books, and even some of the old marketing classics.Please don't get me wrong - the book is well thought out and there are a lot of very interesting stories. The underlying messages about positioning are definitely valuable but it was a long haul listening to this collection of CD's trying to find the nuggets of gold to apply to my own entrepreneurial ventures.
1 of 1 people found the following review helpful
2.0 out of 5 stars
Interesting subject, unchallenging presentation,
By Lothos25 "lothos25" (Mexico, Edo. Mex. Mexico) - See all my reviews
This review is from: Positioning: The Battle for Your Mind (Paperback)
"Positioning" is a book written to appeal to the then burgeoning "marketing professional" a job description that I do not believe was well separated from advertising as of yet. Therefore, "positioning" caters to people who are involved in the selling of products and services, but that do not necessarily have any formal training in psychology. Although some of the bases of the theory of perception and memory are inherent in the concept presented as "positioning", the theoretical underpinning are not explored at all, and the authors either do not know about them, or make no effort to demonstrate they do, which in a way undermines the effectiveness of the contents of the book. This happens because, due to the lack of any theoretical basis for the concepts the authors claim to be effective, the book becomes a series of anecdotes that have not withheld the passing of time very well. This would not matter if there was some theoretical backing for the arguments presented, but leaving the whole support of the ideas to anecdotes from "successful" companies that have (in most cases unconsciously) applied the concept of positioning makes the book very weak after 20 years."Positioning" also falls for the logical trap of presenting all ideas as directives, and then copping out by establishing that, if it doesn't work, it must be the marketing practitioner's fault. The last chapter mentions that "To be successful at positioning, you have to have the right mental attitude... This requires patience, courage, and strength of character". Therefore, if the "positioning" strategy fails, it is your fault, not the concepts. Also, the examples that are not success stories are presented ambiguously enough to leave unclear whether the "directions" should be followed or not, but there are enough straightforward instructions to make you feel like the concept is foolproof, and that any failures in applying the techniques marked as "winners" are through the marketing manager's fault, not that the concept might be incomplete. The book is not without merit, since it does approach the subject quite clearly and concisely, and does give an approximation to a concept that is well known and well researched by now. It is a shame that an interesting subject and an interesting topic is presented in such an unrewarding and unchallenging manner.
5.0 out of 5 stars
Must-read for every marketing person,
By Bob Delaney (Mississauga, Ontario) - See all my reviews
This review is from: Positioning: The Battle for Your Mind, 20th Anniversary Edition (Hardcover)
When I first read "Positioning," it was a new book in the early 1980s. It was then, and remains today the single most readable book that explains why people, buyers, voters and opinion makers form the opinions they do. It is witty, readable and broken into digestable chunks. Thirty years on, it needs a refresh. Badly. Unless you are past the age of 40 or 45, and preferably looking backwards at 50, the examples are (though valid) painfully dated. For many readers, they are scantly relevant for a full generation who have not lived through that period of the 1960s and 1970s in marketing and advertising. But it remains nonetheless a classic, and its principles remain as applicable today as when Ries and Trout wrote them. No serious marketing professional should embark upon a career without knowing what's between the covers in "Positioning."
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