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Original Title:	Positioning: The Battle for Your Mind
ISBN:	0071373586 (ISBN13: 9780071373586)
Edition Language:	English

Positioning: The Battle for Your Mind: How to Be Seen and Heard in the Overcrowded Marketplace

Al Ries

Paperback | Pages: 213 pages

Rating: 4.04 | 14498 Users | 376 Reviews

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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 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.

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Title	:	Positioning: The Battle for Your Mind: How to Be Seen and Heard in the Overcrowded Marketplace
Author	:	Al Ries
Book Format	:	Paperback
Book Edition	:	First Edition
Pages	:	Pages: 213 pages
Published	:	January 3rd 2001 by McGraw-Hill Companies (first published 1980)
Categories	:	Business. Nonfiction

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Ratings: 4.04 From 14498 Users | 376 Reviews

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Mind Buggling experience as I battle with this book :)

The opening chapters are very blowhardy: I nearly threw down the book in disgust. But when the authors finally get going they're golden (if fairly dated). Their insights on how brands convey meaning, especially how they fail to carry all the meaning companies intend them to when they create line extensions, all of that stuff is great and makes me want to re-read this in a few years (or maybe grab the audiobook) to see how the knowledge has settled. Absolutely essential reading for anybody trying

An oldie but certainly a goodie. It would be interesting to have this rewritten with today's companies in mind, however the general principals here still ring true. The key takeaway for me here was a not so subtle reminder of just how important a name is when it comes to successful branding & positioning. You'll always be coming from a long way back if you're having to continually compensate for a product or company name that's not right for your position.

A classic whose concepts are covered more succinctly in the authors follow up Immutable Laws of Marketing. There are more detailed examples here, but it suffers from even more dated company and trend references (drugs and airlines that havent existed since the 70s, a positioning plan for a Western Union service, and hailing cable TV as the next great frontier).I want to applaud the concepts, which I think are timeless. But I keep getting tripped up by the ancient references.

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).I like the advice to start with the position you already have (what youre already known for), and work to improve from there.Its mostly applicable to large companies with large advertising budgets, but most principles can apply to smaller businesses. Its mostly applicable to products,



Its old, but its a classic. I was told it's part of the curriculum for Harvard Business school. If you are creating a product or a brand, this is a MUST READ. Biggest takeaway: you want to create a new category and dominate it. So don't be the 7th biggest social network, be the #1 book focused social network. People can only remember the top 3 things in any given category. It's a fun exercise actually, start to think of products and try to name as many brands as you can. Oftentimes you can only