Positioning: The Battle for Your Mind / Edition 1by Al Ries, Jack Trout
Pub. Date: 12/13/2000
Publisher: McGraw-Hill Professional Publishing
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/i>
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.
- McGraw-Hill Professional Publishing
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As Drucker said , there are two basic functions in a business : marketing & innovation. The key ingredient to a successful marketing is to get your product / service across to the right customer. ' Positioning ' is a classic to show us how to do so.
Ries and Trout's, Positioning: The Battle for Your Mind, is a timeless marketing truth about how consumers think about brands, catalog them, and later choose the brand that is positioned in their mind as the leader in that given market space. Still, one could argue that many other factors are at play that affects a consumer's selection of brand A over brand B. Regardless, this treatise isolates the single variable of how companies position themselves and their products in the minds of potential consumers. The authors make a strong case that Positioning (of brands) is a powerful force that guides consumer's selection of products or services, and they apply this principle to examples to illustrate the point, as well as mistakes. Yes, today, this may seem fundamental or obvious, but I've seen too many cases where this principle has been disregarded with the predictable failure as a result. This book is still in my library, even after I reduced the number of my books by about fifty percent.
I found this book to be enlightening. It explains ways to position successfully. On the other side it also shows how ineffective product naming can erode away at an already successful brand. The book brought up several ideas and ways of thinking that could very easily be overlooked. I would recommend this book not only to marketing people, but I am also going to recommend this book to some of our clients. I think this will help get everyone on the same page so we can start a powerful and effective campaign.
I would advise anyone who wants to establish a brand to first establish your message. What will your brand stand for? What will be its position in the mind of a consumer? If you are not sure get this book, read it and really try to understand. It¿s not too difficult to get what Ries and Trout are saying. The jargon-free style makes it an easy read for anyone. It never ceases to amaze me the amount of good money that companies throw away on unfocused PR campaigns and badly targeted advertising. Instead they should have purchased this book before wasting their marketing budgets. The real shame is that many public relations and advertising firms will take any company¿s money just to ¿get the business¿ without first establishing the brand¿s message. Thankfully there are some brand-marketing firms like Wieden Kennedy and Ming Diamond Price who understand implicitly what Ries and Trout are saying and practice it. This is probably the best brand-marketing book ever written!