'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; and, 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; and, 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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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
"What we have here is a failure to communicate." Read the first page
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Most Helpful Customer Reviews
3 of 3 people found the following review helpful
Format:Paperback
I'd recommend this book to every Marketer. It may be becoming dated - and perhaps even unfashionable - but the underlying 'law' of Positioning is one every Product Manager should learn: there's little point fighting a marketing battle if yours is a me-too brand.
16 of 18 people found the following review helpful
By A Customer
Format:Paperback
Although the book was written several years ago now, it is just as relevant in 2001, perhaps even more so. Society is even more over-communicated with the advent of the Web, handhelds, mobile phones, cable TV etc. The good thing about the book is it isn't all theory, quite the opposite in fact. The author uses many concrete examples of how positioning has worked in the real world. No matter what industry your company operates in and whether yours is a profit led or charitable organisation, I'm sure this book will be of tremendous benefit.
2 of 2 people found the following review helpful
By Shaun Varga
Format:Paperback
This is a book from the early '80s, and is based on thinking from the late '70s (although that's not obvious from the cover!). It is entertaining, it is full of a lot of commonsense, and some good insights. However, the world has moved on. I'm not sure there is an audience for this anymore. The fact is that 'Positioning' - for a professional marketer - has long since been rolled into a much more sophisticated approach to marketing. Agencies too have moved on - many of the the considerations in the book would be addressed by agency Planners, but again within a much wider context. The examples are all a little long in the tooth now for a student to use nowadays. I think Positioning is still a good read, perhaps a great read, but more as an entertaining period piece than a serious textbook for the 21st Century.
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Most Recent Customer Reviews
3.0 out of 5 stars
A bit dated but key ideas still valid
It provides a good intro into the idea of positioning, however do not expect too much of this book, I think anyone looking to deep further into this topic should have to complement... Read more
Published 21 hours ago by Miquel
4.0 out of 5 stars
Eternal home truths
A great book to remind sales and marketing people the key basics of positioning. Thoroughly recommended read for any level of manager.
Published 1 month ago by Jst
5.0 out of 5 stars
Positioning
Still good after twenty years as it contains all the information and information that is required for general understandiing the importance of positioning, if one reads 22... Read more
Published 4 months ago by MacGregor
4.0 out of 5 stars
Excellent on a Large Budget
Although the information was good and gave valuable insights about positioning, it seems to be for large companiesw with large budgets who can afford to take the inherrent risks. Read more
Published 5 months ago by Paul Fletcher
3.0 out of 5 stars
Good book, worth a read if your a marketeer!
It's a good read, but the content may be getting a little dated now. Some really good pointers and thought provoking statements though!
Published 6 months ago by Hadders
5.0 out of 5 stars
classic
In my case, it opened my eyes to a lot of things. As I am starting my own brand it gave me a lot to think about in taking a first step and positioning my products in the best way... Read more
Published 12 months ago by Barbara Bolf
5.0 out of 5 stars
One of the most influential marketing books ever written
I've worked in Marketing, Branding and Advertising for more than 20 years. I have to say that this book remains the most important marketing text I have read in all that time. Read more
Published on 15 Mar 2011 by Nick D.
4.0 out of 5 stars
Relevant
A fascinating read for everyone considering to launch a product, service or idea alike. Very accessible to even a most novice reader like myself. Read more
Published on 8 Aug 2010 by S. De Jean
5.0 out of 5 stars
Puts everything in place
This is a really great book, though figures are out of date (mid 80's) but the concepts are the same as today. Read more
Published on 18 Feb 2008 by happy amazon user
4.0 out of 5 stars
Straight forward and clear
Positioning: The Battle for Your Mind highlights what many of us have forgotten when it comes to positioning. Ries cuts through to what matters in an easy to read format. Read more
Published on 11 Jan 2008 by William Chambers
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