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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 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. The whole book can be boiled down to 2 key ideas: - The brand that gets in the mind of the consumer first wins.

Who makes the best soda? The best small cars? VW with its Beetle! The best round chips? Tip: Find a narrow niche and hold it tight! - Line extension is bad (Xerox producing computers in bad, Chevrolet making small cars is bad, even Pantene producing body foam is bad). Tip to companies: Never stray from the business where you are the leader!

Positioning: The Battle for Your Mind [Al Ries, Jack Trout, Philip Kotler] on. Writing in their trademark witty, fast-paced style, advertising gurus Ries and Trout. Along with Jack Trout, Ries coined the term 'positioning', as related to the field of marketing, and authored Positioning: The Battle For Your Mind, an industry standard on the subject. Ries graduated from DePauw Unive Al Ries is a marketing professional and author.

I read the updated edition of The whole book can be boiled down to 2 key ideas: - The brand that gets in the mind of the consumer first wins. Who makes the best soda? The best small cars? VW with its Beetle!

The best round chips? Tip: Find a narrow niche and hold it tight! - Line extension is bad (Xerox producing computers in bad, Chevrolet making small cars is bad, even Pantene producing body foam is bad). Tip to companies: Never stray from the business where you are the leader! I read the updated edition of the book that was originally published in the ate 70's.

It is fun to read the comments of the authors like: '30 years ago we thought that Time was an awful name for the news magazine, but now we think that it is better than the generic name Newsweek.' - it shows that everything is relative in the world of advertising. This book tells how to establish a position for your products and company in the minds of prospects. The authors say that the essence of positioning is to make your brand name stand for the generic (e.g., Kleenex).