Positioning: The Battle for Your Mind

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More About This Book

Overview

"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.

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.

...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...

What People Are Saying

David Bohnett
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)

Product Details

  • ISBN-13: 9780071373586
  • Publisher: McGraw-Hill Companies, The
  • Publication date: 12/13/2000
  • Edition number: 1
  • Pages: 213
  • Sales rank: 91,303
  • Product dimensions: 5.30 (w) x 8.00 (h) x 0.52 (d)

Meet 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.

Table of Contents

Introduction 1
Chapter 1. What Positioning Is All About 5
Chapter 2. The Assault on the Mind 11
Chapter 3. Getting Into the Mind 21
Chapter 4. Those Little Ladders in Your Head 33
Chapter 5. You Can't Get There from Here 43
Chapter 6. Positioning of a Leader 51
Chapter 7. Positioning of a Follower 65
Chapter 8. Repositioning the Competition 77
Chapter 9. The Power of the Name 89
Chapter 10. The No-Name Trap 107
Chapter 11. The Free-Ride Trap 119
Chapter 12. The Line-Extension Trap 127
Chapter 13. When Line Extension Can Work 145
Chapter 14. Positioning a Company: Monsanto 159
Chapter 15. Positioning a Country: Belgium 171
Chapter 16. Positioning a Product: Milk Duds 179
Chapter 17. Positioning a Service: Mailgram 183
Chapter 18. Positioning a Long Island Bank 191
Chapter 19. Positioning the Catholic Church 199
Chapter 20. Positioning Yourself & Your Career 207
Chapter 21. Six Steps to Success 219
Chapter 22. Playing the Positioning Game 229
Index 245

Customer Reviews

Average Rating 4.5
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Sort by: Showing all of 8 Customer Reviews

  • Anonymous

    Posted December 29, 2001

    A must reading for effective marketing communication

    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.

    1 out of 1 people found this review helpful.

    Was this review helpful? Yes  NoThank you for your feedback.   Report this reviewThank you, this review has been flagged.

  • Posted August 8, 2009

    I Also Recommend:

    9780070527263 9780887306662

    a timeless marketing principle

    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.

    Was this review helpful? Yes  NoThank you for your feedback.   Report this reviewThank you, this review has been flagged.

  • Anonymous

    Posted January 30, 2005

    How to out think your competition.

    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.

    Was this review helpful? Yes  NoThank you for your feedback.   Report this reviewThank you, this review has been flagged.

  • Anonymous

    Posted August 26, 2003

    Read this book before you spend your last dolars on communication!

    This book is not about something that suddently comes from the moon! It is real life. If you need a key to human's mind, it is it!

    0 out of 1 people found this review helpful.

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  • Anonymous

    Posted April 26, 2003

    This is a revolutionary book in Marketing!!!

    This is a book that makes You think another way, that changes your strategy and you understand that you were mistaken in many ways before...

    0 out of 1 people found this review helpful.

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  • Anonymous

    Posted September 26, 2002

    Don't leave advertising college without it!

    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!

    Was this review helpful? Yes  NoThank you for your feedback.   Report this reviewThank you, this review has been flagged.

  • Anonymous

    Posted June 5, 2010

    No text was provided for this review.

  • Anonymous

    Posted March 13, 2009

    No text was provided for this review.

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