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Positioning: The Battle for Your Mind | [Al Ries, Jack Trout]

Positioning: The Battle for Your Mind

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.
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Publisher's Summary

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 effect 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 listening for anyone in business today.

    ©2001 McGraw-Hill; (P)2004 AMI

  • What the Critics Say

    "One of the most important communication books I've ever read. I highly recommend it!" (Spencer Johnson, author of Who Moved My Cheese?)

    What Members Say

    Average Customer Rating

    4.2 (266 )
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    Performance
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    •  
      Joseph Portland, OR, USA 07-08-08
      Joseph Portland, OR, USA 07-08-08 Member Since 2014
      HELPFUL VOTES
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      "Great stuff ... if it was 1975"

      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.

      19 of 22 people found this review helpful
    •  
      Michael 07-31-09
      Michael 07-31-09
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      "SO disappointed!"

      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?






      5 of 6 people found this review helpful
    •  
      Amanda Petrinelli St. Louis, MO 07-22-15
      Amanda Petrinelli St. Louis, MO 07-22-15

      monda

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      "Must read for marketing & advertising pros"

      Lots of great insight & points worth pondering. I appreciate the real-world examples and data brought forth. Very important read for any marketing/adv professional as well as executives & business owners.

      0 of 0 people found this review helpful
    •  
      Adam Grossman 06-15-15 Member Since 2015
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      "Excellent info from a "classical" perspective"

      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.

      0 of 0 people found this review helpful
    •  
      ANGELICA HOYOS 06-04-15 Member Since 2015
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      "So outdated and irritating voice"

      I couldn't wait to finish this audio book. Not because it was so good but because the annoying rhythm on this mans voice was excruciating. All the examples are so old and I had a hard time understanding because of this. I'm not old enough to know a lot of these companies. However it did help to understand a little better what people mean when they say positioning.

      0 of 0 people found this review helpful
    •  
      Joshua 06-03-15
      Joshua 06-03-15
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      "Put On Your Reading List"

      This is a must read for any entrepreneur! Whether you're selling a product or service you must read this book to better understand marketing/advertising as it is today. It gives you much insight on how to position your product, service, company, and even yourself! Easy to understand and gives you real world examples.

      0 of 0 people found this review helpful
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      Amazon Customer 03-26-15 Member Since 2014
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      "dated but has nuggets to remember"

      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.

      0 of 0 people found this review helpful
    •  
      Michael Palumbos 02-23-15
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      "Read this book before going to market"

      Very insightful and full of examples to help the layperson get it. Know your position, know your category and own your market.

      0 of 0 people found this review helpful
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      Vivace58 Madison, WI 10-04-14
      Vivace58 Madison, WI 10-04-14
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      "Timeless stories, but poor on how-to"
      Would you recommend this book to a friend? Why or why not?

      Yes, to get the big picture


      Any additional comments?

      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.

      0 of 0 people found this review helpful
    •  
      SamGarg Frederick, MD, United States 10-29-11
      SamGarg Frederick, MD, United States 10-29-11 Member Since 2015

      Remember the law of diminishing returns

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      "A must"

      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.

      0 of 0 people found this review helpful
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    • John
      England
      1/16/15
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      "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

      0 of 0 people found this review helpful
    • Dany
      Gatineau, Quebec, Canada
      12/23/12
      Overall
      "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.

      1 of 2 people found this review helpful

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