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Positioning: The Battle for Your Mind

Positioning: The Battle for Your Mind

Paperback

By (author) Al Ries, By (author) Jack Trout, Preface by Jack Trout

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  • Publisher: MCGRAW-HILL Professional
  • Format: Paperback | 213 pages
  • Dimensions: 132mm x 201mm x 18mm | 318g
  • Publication date: 3 January 2001
  • Publication City/Country: New York, NY
  • ISBN 10: 0071373586
  • ISBN 13: 9780071373586
  • Edition: 2
  • Edition statement: 2nd
  • Sales rank: 12,281

Product description

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; and 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.

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Author information

Al Ries is Chairman of Ries & Ries, Focusing Consultants. Jack Trout is Chairman of Trout & Partners. Al Ries and Jack Trout are undoubtedly the world's best-known marketing strategists.

Editorial reviews

If you understand the essential brilliance of the concept of an "uncola" (never mind what they put in it), you understand positioning. But don't confuse it with image. Image is a man with an eyepatch in a nice shirt, or Commander Whitehead. And forget product features, too, say admen Ries and Trout, because even the better mousetrap and creativity are Nowhere in our "overcommunicated" society of the Eighties, where the "average" family watches television seven hours a day. The mind can only take so much. In advertising today, less is more, and to succeed "a company must create a position in the prospect's mind." Positioning can make or break what would otherwise be an also-ran product, and the key is not to try to beat the leader head-to-head. Instead, the Ries/Trout theory goes, you find a position: the "against" position (uncola, Avis as number-2); the size position (Volkswagen, at least before they fell into the FWMTS trap - "forgot what made them successful"); the high price position, (Chivas Regal). There are positioning holes aplenty for an advertiser who's willing to research the market. Was there a crying need for a "nighttime cold medicine" or a "feminine" cigarette? Not really, but Nyquil and Virginia Slims are classics of successful positioning. It works if you're the leader, too, since nothing beats being there first with a good product - except being second with as good a product and a better name (Metrecal was first, but Slender got the sales), unless you proceed to put that name on a dozen products and forfeit your former position (Heinz owned the pickle position until it went into ketchup, too). In the ad agency world, Ries and Trout own the "positioning" position - they've been pushing the theory in trade journals since the early Seventies - and although not much here will be new to advertising professionals, this is a sharp, punchy introduction for us "prospects." (Kirkus Reviews)

Back cover copy

"One of the most important communication books I've ever read. I highly recommend it!" --Spencer Johnson, author of "Who Moved My Cheese?" and co-author of "The One Minute Manager" ..".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 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.

Table of contents

Chapter 1. What Positioning Is All About. Chapter 2. The Assault on the Mind. Chapter 3. Getting Into the Mind. Chapter 4. Those Little Ladders in Your Head. Chapter 5. You Can't Get There From Here. Chapter 6. Positioning of a Leader. Chapter 7. Positioning of a Follower. Chapter 8. Repositioning the Competition. Chapter 9. The Power of the Name. Chapter 10. The No-Name Trap. Chapter 11. The Free-Ride Trap. Chapter 12. The Line-Extension Trap. Chapter 13. When Line Extension Can Work. Chapter 14. Positioning a Company: Xerox. Chapter 15. Positioning a Country: Belgium. Chapter 16. Positioning an Island: Jamaica. Chapter 17. Positioning a Product: Milk Duds. Chapter 18. Positioning a Service: Mailgram. Chapter 19. Positioning a Long Island Bank. Chapter 20. Positioning a New Jersey Bank. Chapter 21. Positioning a Ski Resort: Stowe. Chapter 22. Positioning the Catholic Church. Chapter 23. Positioning Yourself and Your Career. Chapter 24. Positioning Your Business. Chapter 25. Playing the Positioning Game.