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?
Given the dated nature of this book I wouldn't likely try another book by these authors. The narrator was fine but the content was so dated that it was hard to connect with the points being made.
He has a calming voice which was likely the best part of this audiobook.
The book boils down to:
Be 1st in the mind
Reinforce that you are the "it" or "the real thing" aka 1st.
Pick a hole in the market and fill it.
Don't use line extension for long-term success.
The examples are often funny though not intentionally, one being that Nyquil having gave up the daytime market. Obviously they came out with a daytime product after the book was written.
Positioning basics, part of the marketing Canon. Should read for anyone who cares about marketing and positioning. Not the right choice if you're looking for tactical advice in the modern advertising or communications landscape.
Overall I believe the concept in this audiobook were pretty good. That being said many of the references are outdated such as cable TV being the next big thing and no mention of Internet marketing
This book was written ages ago, and talks about a time long forgotten in a changing industry - marketing and advertising.
Though very outdated it still offers a valid mindset - consider your positioning from the user's perspective, not your own. Work hard to claim and own a position, and understand the frame it puts you in.
Additional issues such as brand strength effects of line extension and product naming.
I absolutely loved this book. at times you can see it was written a while ago, but the author is so brilliant that the message he delivers can be easily transferred to our modern times. I just wish he could tell something more about the companies that dominate the world today like Apple, Google, Microsoft or Samsung, that would be interesting and funny.
"A classic revisited"
Recommended reading for anyone who started in marketing during the digital age and probably never learned the basics of brand strategy
"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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