Free Ebook Positioning: The Battle for Your Mind, by Al Ries, Jack Trout
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Positioning: The Battle for Your Mind, by Al Ries, Jack Trout
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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.
- Sales Rank: #30088 in eBooks
- Published on: 2001-01-03
- Released on: 2001-01-03
- Format: Kindle eBook
From the Back Cover
"...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
"One of the most important communication books I've ever read. I recommend it highly!"
Spencer Johnson, MD, co-author of The One Minute Manager
It shook up the world of marketing with all the force of a 20-megaton bomb, and now, two decades later, Positioning is still as fresh and, perhaps, even more relevant, for advertisers in the New Economy. To commemorate the 20th anniversary of the classic book that changed an industry, McGraw-Hill has reunited mavens of marketing Al Ries and Jack Trout to make available to another generation of advertisers the book that forever changed the way advertising is done.
The 20th Anniversary 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. Ries and Trout look back over two decades of campaigns, offering penetrating analyses of some of the most phenomenal successes and unbelievable failures in advertising history.
The first book to deal with the problems of communicating to a skeptical, over-communicated public, Positioning describes a revolutionary approach to creating a "position" in a prospective customer's mind that reflects a company's own strengths and weaknesses as well as those of its competitors. Writing in their trademark witty, fast-paced style, Ries and Trout explain how to position an industry leader so that it gets into people's minds and stays there, how to position a follower so that it can occupy a space not claimed by the leader, and how to avoid letting a second product ride on the coattails of an established one.
About the Author
Al Ries is Chairman of Ries & Ries, Rowsell, GA (www.ries.com). Al Reis and Jack Trout are undoubtedly the world's best-known marketing strategists.
Jack Trout is Chairman of Trout & Partners, Old Greenwich, CT (www.Troutandpartners.com). Al Reis and Jack Trout are undoubtedly the world's best-known marketing strategists.
Most helpful customer reviews
75 of 81 people found the following review helpful.
A must read, but little practical examples
By A Customer
A classic in marketing how-tos, the authors explain the importance of offering something for sale that appeals to the buyer, not to the seller, creator, or manufacturer. The product is positioned relative to the consumer, and her needs and viewpoints of value. The basic theory is that you get into the mind of your consumer, and position your product accordingly. And on that point, almost anyone would have to agree.
You will not find the gory details in this book that you'll need to execute a marketing plan, though, but the general theme is examined, as well as various positioning examples (everything from Kleenex to Heinz Ketchup - or was that pickles?).
I was particularly disappointed about a lack of methodology to reach a positioning statement, other than some fairly broad "rules", lightly applied throughout the book. There were six questions at the end that were helpful, but did not constitute a rigorous method - well, any method really - to create a "position". If anything, I would have wished for the method that could be used to create positioning for a product, or to test a company's current positioning, rather than have as many examples of positioning failures.
Some of the author's examples seemed contradictory, and especially when the authors claimed that brand extension amounts to a virtual see-saw - one product steals the brand identity from another (Heinz Ketchup vs. Heinz Pickles - who is Heinz!?). From hindsight, it can be seen that some brand extensions have been extremely successful, while others aren't. It should shock no one that people don't want to use baking soda as anti-perspirant, for instance, and therefore completely explaining why we use Arm & Hammer to cook and deodorize the refrigerator, but do not think of it as a personal hygiene brand. I can't think of anything that I would remove from the refrigerator and rub under my arms.
In any case, this remains a quick, good read with short chapters. The examples illustrate the concepts, but you'll need to follow this up with other positioning and marketing examples in order to position your product within your industry.
1 of 1 people found the following review helpful.
Excellent, a must-buy
By Lauren
One of the best books I have read in a long time. Some chapters I disagreed with, most examples are outdated and some are even cringeworthy but it really made me reevaluate positioning. An extremely quick read and I was taking notes on lots of pages on how I could implement many themes in daily work. I will probably re-read many sections as a guide in future work. Excellent and highly recommend.
4 of 4 people found the following review helpful.
Positioning vs. USP vs. Image Advertising vs. . . .
By Dan Wallace
The cover of my old 1970s book has a picture of a chess board, and this symbol codifies the essence of the positioning concept: How do you differentiate your product from competing products in a way that is attractive to a customer?
Positioning was a break from Rossier Reeve's 1950s Unique Selling Proposition, which focuses on benefits of the product itself, and David Ogilvy's 1960s Image Advertising concept, which focuses on allusive images. Years later the concept of Value Propositions gained steam; it measures value as the difference between cost and benefits.
Nowadays the more emotional concept of branding is popular, along with the idea of interactive connections with consumers (e.g., think about the value of Amazon book reviews as a differentiator). And for new to-this-world offerings, I've often found it's best to plainly describe what it does. Additionally, many focus on the "Elevator Statement," which is really just a forced simplicity of your positioning statement.
The problem with Positioning is that singular product differences are often too small to matter; suspicion about claims is high; the ability of advertising to achieve effective reach and frequency is enormously expensive nowadays; and many products are bought on emotion. Still, positioning can work well if you are first, the unqualified best, the biggest, or the only one in a market. The concept is also useful as a way of thinking about a product and market.
The book is written in the manner of advertising, so it's a quick and easy read. There is also a good list of questions to help you focus your position:
1. What position do you own?
2. What position do you want to own?
3. Whom must you outgun?
4: Do you have enough money?
5. Can you stick it out?
6. Do you match your position?
The positioning concept is a good contribution to marketing, as are the others mentioned above. It is, however, a bit outdated, and overly muscular. And Al Ries leans on war as a metaphor for marketing. But you could just as easily state that the best marketing is about love.
Here are a few related contemporary marketing books to investigate. The ones most specifically aligned with Positioning include Jumpstart Your Business Brain and Relationship Marketing.
Primalbranding: Create Zealots for Your Brand, Your Company, and Your Future
Relationship Marketing: Successful Strategies For The Age Of The Customer
Radical Marketing: From Harvard to Harley, Lessons from Ten That Broke the Rules and Made It Big
Jump Start Your Business Brain: Scientific Ideas and Advice That Will Immediately Double Your Business Success Rate
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