Positioning: The Battle for Your Mind, 20th Anniversary Edition

Jack Trout , Al Ries

Physical

Available

“Ries and Trout taught me everything I know about branding, marketing, and product management. When I had the idea of creating a very large thematic community on the Web, I first thought of Positioning....”—David Bohnett, Chairman and Founder of GeoCities

A handsome edition of the original 1981 text, this 20th Anniversary Edition makes available to business and marketing professionals—including tens of thousands of Ries and Trout groupies, worldwide—the work that forever changed the way marketing strategy is done. This new edition features commentary from the authors that offers fresh insight into why “positioning” a product in a prospective customer’s mind is still the most important strategy in business, and includes numerous examples of campaigns that followed, or didn’t follow, Ries and Trout’s thinking.

What will you learn from this book

  1. Mindshare Matters: In a crowded marketplace, it's not enough to have a good product; you need to occupy a distinct and memorable place in the minds of your customers.

  2. Positioning is Relative: Your position is not just about what you say about yourself but how you compare to your competitors. It's about finding a unique place in the market that sets you apart.

  3. Focus on Strengths: Emphasize and build upon your strengths. Positioning is about highlighting what makes you unique and valuable to your target audience.

  4. Simplicity is Key: A clear and simple message is more likely to be remembered. Avoid complex and convoluted positioning strategies that may confuse consumers.

  5. Perception is Reality: It's not about what you think of your brand; it's about what your customers think. Manage the perceptions of your brand to create a positive and distinctive image.

  6. Be First in the Mind: The first brand in a category often has a significant advantage in positioning. Aim to be the first to establish a specific attribute or benefit in the minds of consumers.

  7. Own a Word: Associate your brand with a single word or concept that encapsulates what you want to be known for. This helps simplify your message and makes it more memorable.

  8. Consistency Matters: Maintain a consistent message and image across all your marketing channels. Inconsistency can dilute your positioning and confuse consumers.

  9. Repositioning is Possible: If your current position is not working or becoming crowded, it is possible to reposition your brand. However, this requires careful planning and execution.

  10. Focus on the Consumer's Perspective: Positioning is not about what you want to communicate; it's about what your customers perceive. Always consider the perspective of your target audience.

Language English
ISBN-10 007053375X
ISBN-13 978-0070533752
No of pages 246
Font Size Medium
Book Publisher McGraw Hill Education
Published Date 01 Jul 2007

About Author

Author : Jack Trout

7 Books

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