Positioning, a concept developed by the authors, has changed the way people advertise. The reason? It's the first concept to deal with the problems of communicating in an overcommunicated society. With this approach, a company creates a 'position' in the prospect's mind, one that reflects the company's own strengths and weaknesses as well as those of its competitors. Witty and fast-paced, this book spells out how to position a leader so that it gets into the mind and stays there, position a follower in a way that finds a 'hole' not occupied by the leader, and avoid the pitfalls of letting a second product ride on the coattails of an established one. Revised to reflect significant developments in the five years since its original publication, Positioning reveals the fascinating case histories and anecdotes behind the campaigns of many stunning successes and failures in the world of advertising.
Positioning: The Battle for Your Mind
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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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"What we have here is a failure to communicate." Read the first page
Front Cover | Copyright | Table of Contents | Excerpt | Index | Back Cover
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Customer Reviews
Most helpful customer reviews
By sushma bajaj
Format:Paperback|Amazon Verified Purchase
I got what I paid for, they were used books. One does not want to pay for express for something not of urgent nature.
2 of 2 people found the following review helpful
By J. A. Broad
TOP 500 REVIEWER
Format:Audio CD|Amazon Verified Purchase
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.
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
By Lothos25
Format: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.
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4.4 out of 5 stars
Most recent customer reviews
5.0 out of 5 stars
Must-read for every marketing person
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... Read more
Published on April 30 2011 by Bob Delaney
5.0 out of 5 stars
Simplifies the Complexities of Marketing
This is the first book I read when I began my position as a Junior Writer with a Marketing Consulting firm. Read more
Published on Feb 24 2006 by Rachel Landry
5.0 out of 5 stars
A Classic, A Milestone and a Must Read
The twentieth anniversary edition of "Positioning" is uniquely updated without disrupting the original edition. Read more
Published on Jun 27 2004 by James Sadler
5.0 out of 5 stars
Much More Than Marketing
Positioning is the idea that shook Madison Avenue to its core in the 1970s. Ries and Trout published what the high priests of Madison Avenue deemed as heresy. Read more
Published on Mar 5 2004 by David Quinn
4.0 out of 5 stars
Positioing Needs Updating
Jack Trout is a very good writer and has important insights about the importance of differentiation. I especially liked this book as the cases are very relevant. Read more
Published on Sep 10 2003
5.0 out of 5 stars
MUST READ
SUPREMELY HELPFUL... I WOULD RECOMMEND THIS BOOK TO ANYONE IN ANY INDUSTRY.... I'VE MOVED ON TO OTHER BOOKS BY THE SAME AUTHORS... Read more
Published on July 1 2003 by "jdmynn"
5.0 out of 5 stars
A must
I strongly recommend it as a must for those starting a career in marketing. It has everything it takes to introduce and elaborate the concept of positioning in the marketing today.
Published on Mar 11 2003 by "florianivan"
5.0 out of 5 stars
The Battle for your Mind
As a psychologist, I like the authors' subtitle. The concept of "Positioning" applies to this book itself, too -- there are a lot of competing books about advertising... Read more
Published on Nov 30 2002 by "rouxprof"
5.0 out of 5 stars
Get Into Your Prospect�s Mind
I didn't want this book to end, because the authors have managed to combine humor, with an "in-your-face" reality about getting into the prospect's mind. Read more
Published on Aug 28 2002 by Carmen Matthews
4.0 out of 5 stars
A must read, but little practical examples
A classic in marketing how-tos, the authors explain the importance of offering something for sale that appeals to the buyer, not to the seller, creator, or manufacturer. Read more
Published on Aug 20 2002 by "dgrounds"
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