Positioning: The Battle for Your Mind
By Al Ries and Jack Trout
4/5
()
About this ebook
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.
Al Ries
Al Ries and his daughter and business partner Laura Ries are two of the world's best-known marketing consultants, and their firm, Ries & Ries, works with many Fortune 500 companies. They are the authors of The 22 Immutable Laws of Branding and The Fall of Advertising and the Rise of PR, which was a Wall Street Journal and a BusinessWeek bestseller, and, most recently, The Origin of Brands. Al was recently named one of the Top 10 Business Gurus by the Marketing Executives Networking Group. Laura is a frequent television commentator and has appeared on the Fox News and Fox Business Channels, CNN, CNBC, PBS, ABC, CBS, and others. Their Web site (Ries.com) has some simple tests that will help you determine whether you are a left brainer or a right brainer.
Read more from Al Ries
The 22 Immutable Laws of Branding: How to Build a Product or Service into a World-Class Brand Rating: 4 out of 5 stars4/5The Origin of Brands: How Product Evolution Creates Endless Possibilities for New Brands Rating: 3 out of 5 stars3/5The Fall of Advertising and the Rise of PR Rating: 4 out of 5 stars4/5Positioning: The Battle for Your Mind, 20th Anniversary Edition Rating: 0 out of 5 stars0 ratings
Related to Positioning
Related ebooks
High Visibility, Third Edition: Transforming Your Personal and Professional Brand Rating: 4 out of 5 stars4/5Socratic Selling Rating: 5 out of 5 stars5/5The Brain Audit: Why Customers Buy (And Why They Don't) Rating: 5 out of 5 stars5/5Differentiate or Die: Survival in Our Era of Killer Competition Rating: 4 out of 5 stars4/5Brand Identity Breakthrough: How to Craft Your Company's Unique Story to Make Your Products Irresistible Rating: 4 out of 5 stars4/5Obviously Awesome: How to Nail Product Positioning so Customers Get It, Buy It, Love It Rating: 5 out of 5 stars5/5Brainfluence: 100 Ways to Persuade and Convince Consumers with Neuromarketing Rating: 4 out of 5 stars4/580/20 Sales and Marketing: The Definitive Guide to Working Less and Making More Rating: 4 out of 5 stars4/5Absolute Value: What Really Influences Customers in the Age of (Nearly) Perfect Information Rating: 4 out of 5 stars4/5Crossing the Chasm, 3rd Edition: Marketing and Selling Disruptive Products to Mainstream Customers Rating: 5 out of 5 stars5/5Neuromarketing: Understanding the Buy Buttons in Your Customer's Brain Rating: 4 out of 5 stars4/5Unconscious Branding: How Neuroscience Can Empower (and Inspire) Marketing Rating: 5 out of 5 stars5/5Permission Marketing: Turning Strangers Into Friends And Friends Into Customers Rating: 4 out of 5 stars4/5Irrational Loyalty: Building a Brand That Thrives in Turbulent Times Rating: 4 out of 5 stars4/5Pitch Anything: An Innovative Method for Presenting, Persuading, and Winning the Deal Rating: 4 out of 5 stars4/5Marketing Made Simple: A Step-by-Step StoryBrand Guide for Any Business Rating: 5 out of 5 stars5/5How to Launch a Brand (2nd Edition) Rating: 4 out of 5 stars4/5Brand Relevance: Making Competitors Irrelevant Rating: 4 out of 5 stars4/5Summary: This Is Marketing: Business Book Summaries Rating: 3 out of 5 stars3/5Crossing the Chasm: Marketing and Selling Technology Project Rating: 4 out of 5 stars4/5Hey, Whipple, Squeeze This: The Classic Guide to Creating Great Ads Rating: 4 out of 5 stars4/5Brand Identity Breakthrough Rating: 5 out of 5 stars5/5StoryBranding™ 2.0 (Second Edition): Creating Stand-Out Brands Through the Purpose of Story Rating: 4 out of 5 stars4/5My Life in Advertising and Scientific Advertising Rating: 0 out of 5 stars0 ratings
Training For You
How to Make $100,000+ Your First Year as a Real Estate Agent Rating: 0 out of 5 stars0 ratingsHow to Make Money in Stocks Complete Investing System (EBOOK) Rating: 4 out of 5 stars4/5101 Games and Activities for Children With Autism, Asperger’s and Sensory Processing Disorders Rating: 5 out of 5 stars5/5Make Every Man Want You: or Make Yours Want You More) Rating: 4 out of 5 stars4/5Crucial Conversations Tools for Talking When Stakes Are High, Second Edition Rating: 4 out of 5 stars4/5You Can't Lie to Me: The Revolutionary Program to Supercharge Your Inner Lie Detector and Get to the Truth Rating: 4 out of 5 stars4/5How to Talk and Instantly Connect with Anyone (EBOOK BUNDLE) Rating: 5 out of 5 stars5/5The Insulin-Resistance Diet--Revised and Updated: How to Turn Off Your Body's Fat-Making Machine Rating: 3 out of 5 stars3/5How to Trade In Stocks Rating: 4 out of 5 stars4/5Crucial Conversations: Tools for Talking When Stakes are High, Third Edition Rating: 4 out of 5 stars4/5The Job Interview Phrase Book: The Things to Say to Get You the Job You Want Rating: 4 out of 5 stars4/5The Millionaire Real Estate Investor Rating: 5 out of 5 stars5/5The 2-Hour Workshop Blueprint: Design Fast. Deliver Strong. Without Stress. Rating: 5 out of 5 stars5/5Practice Makes Perfect Mastering Writing Rating: 5 out of 5 stars5/5How to Hug a Porcupine: Negotiating the Prickly Points of the Tween Years Rating: 4 out of 5 stars4/5Electronic Shorthand: An Easy-To-Learn Method Of Rapid Digital Note-Taking Rating: 5 out of 5 stars5/5Administrative Assistant's and Secretary's Handbook Rating: 4 out of 5 stars4/5The Everything Career Tests Book: 10 Tests to Determine the Right Occupation for You Rating: 0 out of 5 stars0 ratingsSECURITIES INDUSTRY ESSENTIALS EXAM STUDY GUIDE 2022 + TEST BANK Rating: 5 out of 5 stars5/5Perfect Phrases for Fundraising Rating: 5 out of 5 stars5/5Mean Girls at Work: How to Stay Professional When Things Get Personal Rating: 3 out of 5 stars3/5How To Buy A Business With No Money Rating: 4 out of 5 stars4/5Beat Burnout: Overcome Exhaustion, Minimize Stress, and Take Back Your Life in 30 Days: 30 Day Expert Series Rating: 5 out of 5 stars5/5
Reviews for Positioning
24 ratings1 review
- Rating: 5 out of 5 stars5/5This is a great book composition. The topics covered here for a strong base for continuing to learn about the subject.