Positioning also shows you how to:
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 listening for anyone in business today.
©2001 McGraw-Hill; (P)2004 AMI
"One of the most important communication books I've ever read. I highly recommend it!" (Spencer Johnson, author of Who Moved My Cheese?)
This is a dated marketing book talking about the "new world" of marketing. Unfortunately, this new world has already come and gone, much like disco music which filled the airwaves when the book was written.
If you want a book on the success of product marketing using products that don't exist anymore, this is the book for you.
Also, I found this book very light on content with long rambling stories without any payoff.
I'm not sure how it's received so many good reviews. I wish Audible would change the 2001/2006 release date to the first release date - 1981, I believe.
I expected great things from the famous Ries and Trout. Yes, the concept of positioning is profound and centrally important. Thanks guys. But the book is very disappointing. Much talk about big corporations... "You've got to be first in your sector and you must capture #1. Or if you are #2, here's how to position yourself in relation to #1." The stories were interesting at first, but I got a bit tired of listening to the triumphs and sorrows of the Fortune 100. Not very applicable to our business or our clients.
One might think maybe there's nothing to say once the concept is articulated, but I don't believe it. I am sure many profound lessons for small and medium business could be given. It is sad they aren't.
Or one might propose the examples of the Fortune 100 apply to everyone. But they don't. If you can't be national on international #1 or 2, there are going to be many differences in how one thinks about and uses positioning. Who better to get those lessons from?
So, sirs, got time for an updated version? Positioning from 2009 on, and for all the businesses that can't be #1 or 2?
This was a little difficult to listen to because of the archaic examples and references. it was almost funny. But it does provide great fundamental concepts.
Yes, to get the big picture
This book is very dated in terms of the examples, but you get a nice big picture of position wars in consumer products of the 60s and 70s. The key point by the author is as relevant today as it was back then. Being of a certain age, I could enjoyed hearing about the old brands.
Remember the law of diminishing returns
Excellent book. A must if you are in Marketing. The book just makes common sense and is extremely intuitive. The examples are very helpful in driving home the concepts. It will make you rethink your entire approach and help you focus on long term growth or at least understand the traps of short term thinking that we are all forced in to these days driven by the focus on quarterly results.
This publication is just terrible...the person reading it has a monotone voice...the content is so poorly written that is unbelievable...Author spends 30 minutes with fifty different examples to say one thing (there is too much information in the world), ironically, his examples are exactly the "too much information" he talks about, he says 1.4 billion pages of paper are printed daily, 350,000 pages are printed in pentagon, chevron spends $20,000 an hour on advertising, stupid statistical facts over and over and over again. I had a long drive and wanted to listen to an audio book, I just had to turn it off and let my mind rest...just terrible.
I read this book when it first came out and still go back to it. This is how the mind works. Please believe the other reviewers and I will go with this book. Good Luck!
"Some really great info"
The book changed how I think about branding and positioning !
I found the narrator a bit drony but that's Prob because I am english and he is very American
"Recommended if you ever want to market anything"
If you're building a company or have the intention to do so - read this book. It will help you very much on the marketing aspect.
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