A dynamic new cover heralds the reissue of this bestselling business classic, which Spencer Johnson, M.D., co-author of The One Minute Manager prai...
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reviews
Apr 22, 2010
JFN
rated it: 
In my job, there's some downtime. It's feast or famine writing. So our superiors have requested that in these periods of nothingness we delve into some reading with the goal of honing some sort of skills, i.e., professional development. Ok. Fine. Positioning: The Battle for Your Mind is one of the books on our list.
This is certainly not a book I would have ever picked up on my own, and I've yet to determine if it's made an impression on me. Hmmmmm. Well, yeah, I guess it has a little More...
This is certainly not a book I would have ever picked up on my own, and I've yet to determine if it's made an impression on me. Hmmmmm. Well, yeah, I guess it has a little More...
Jun 04, 2011
Milla Nezlina
rated it: 
The whole book can be boiled down to 2 key ideas:
- The brand that gets in the mind of the consumer first wins. Who makes the best soda? Coke! The best small cars? VW with its Beetle! The best round chips? Pringles! Tip: Find a narrow niche and hold it tight!
- Line extension is bad (Xerox producing computers in bad, Chevrolet making small cars is bad, even Pantene producing body foam is bad). Tip to companies: Never stray from the business where you are the leader!
I read t More...
- The brand that gets in the mind of the consumer first wins. Who makes the best soda? Coke! The best small cars? VW with its Beetle! The best round chips? Pringles! Tip: Find a narrow niche and hold it tight!
- Line extension is bad (Xerox producing computers in bad, Chevrolet making small cars is bad, even Pantene producing body foam is bad). Tip to companies: Never stray from the business where you are the leader!
I read t More...
Dec 27, 2011
Jeff 'SKI'
rated it: 
Answer this: do more people have automotive batteries bought at JC Penney or Sears? You do know that the DieHard brand is from Sears, right?
This just made the "must read" book list for Main Street Startups. I bought it in May 1996. Studied it again at length in July 2010. And now again, December 2011.
Recently I did several presentations on the Four Ps of Marketing Mix and brought my attention back to this classic Ries & Trout text. The examples are simply engagi More...
This just made the "must read" book list for Main Street Startups. I bought it in May 1996. Studied it again at length in July 2010. And now again, December 2011.
Recently I did several presentations on the Four Ps of Marketing Mix and brought my attention back to this classic Ries & Trout text. The examples are simply engagi More...
Feb 07, 2010
Jimbo
rated it: 
Good introduction on the idea of product positioning. The idea that all that matters is where the product fits into the consumers' mind. The book is a bit long in the tooth given that it was written in the eighties. The lessons are still relevant, but the examples are passe. I laughed out loud when they discussed the faults with initializing a company name but said AT&T is okay because everyone knows them as American Telephone and Telegraph. There are some nuggets of insight that I think wil
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Feb 03, 2008
Chris
rated it:
This book feels like it was composed via cell phone text messages. Many of the paragraphs are a single sentence.
The main idea is that you cannot make in-roads in an existing market by attacking the top dog. The top dog, the market leader, will beat you every time. Instead, the authors argue that you have to position your product/company/person in the mind of the consumer, in relation to the market leader. And forcing your idealized position on the mind of the consumer won't work, so More...
The main idea is that you cannot make in-roads in an existing market by attacking the top dog. The top dog, the market leader, will beat you every time. Instead, the authors argue that you have to position your product/company/person in the mind of the consumer, in relation to the market leader. And forcing your idealized position on the mind of the consumer won't work, so More...
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Sep 08, 2010
Randall
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It turns your head around, forcing you to think outside-in. It's not about what your product is, it's about how they perceive it. It's not what you say, it's how they get it.
From positioning a candy bar, a bank, a country or the church, the book presents the basic principles for doing it.
Examples are insightful although because it's a classic, they are a little old. Nevertheless a great book.
From positioning a candy bar, a bank, a country or the church, the book presents the basic principles for doing it.
Examples are insightful although because it's a classic, they are a little old. Nevertheless a great book.
May 16, 2010
Sheena
rated it:
Wow. I totally can't really recall how I truly felt after reading this book. I think by the time I bought it, the web was already filled with enough information to educate me on the power of "positioning", how to, etc. Sorry, not much of a help here. I think this book was bought and eventually read and halfway neglected sometime in 2005-6.
Dec 11, 2008
Rickeclectic
rated it:
Very important marketing book. Must read for folks who want understand product (and services) marketing dynamics. Short, easy to read, not much technical jargon and not dry. Spme examples in the book may be a bit dated, but they are still relevant.
Sep 14, 2010
Fritz
rated it:
Classic text on what positioning is and why it matters. I didn't agree with every point (especially the ones re: brand extensions) but still consider this part of the brand strategist's canon. Read it!
Aug 06, 2011
Justin
rated it:
A marketing classic.
At times, some of the conclusions feel thinly supported and over-generalized.
However, it's hard to over-estimate the impact of the concepts contained in this book.
At times, some of the conclusions feel thinly supported and over-generalized.
However, it's hard to over-estimate the impact of the concepts contained in this book.
Jan 03, 2011
Dan
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An interesting look at how companies brand and market their products and also an entertaining case study filled glance at the big guys screwing up. It’s a quick and recommended read.
Aug 10, 2011
Abner
rated it:
Excelente libro que muestra el comportamiento de las personas... ayudará mucho en su carrera... 100% recomendado
Jul 10, 2011
Estevan
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Book on how advertiser get into people's mind to sell products and sevices. Read book for my graduate Marketing class.
Feb 07, 2012
Jeremy
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Certain points outdated but still a solid read, if only to identify opportunities that exist in new media.
Jan 09, 2010
Miron
rated it:
Highly recommend that any marketer reads this book. Positioning is an important part of the marketing mix.
Feb 09, 2012
Mark
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A marketing staple. Always great to go back and look again. Still relevant after all of this time.
Sep 16, 2010
Nate
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Insightful for people with zero marketing background (like me). Dated in a perfectly charming way.
Jul 27, 2009
Completely changed my view of big business marketing especially the sections on Line Extension.
May 08, 2009
Todd
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This book was included in my book: The 100 Best Business Books of All Time. www.100bestbiz.com
Sep 21, 2011
Jesse
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Took me a very long time to read this. Our company's marketing communications manager shared it with may of us. In the end, I really did take away a lot of insight and ideas around positioning a product, business, service ... even a country, church or person ... in the mind of consumers. Not brainwash marketing, just logical ways to communicate. The drawback is that the examples are very old. Even the updates use pre-internet examples. But I guess it was still interesting to hear about companies
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Aug 06, 2011
Claire
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A really excellent book; easy to read, the ideas are clearly expressed and they make sense! Even though it was first written back in the 70's it's still very relevant today.
Nov 15, 2010
Essam
rated it:
The most important book you read for the most powerful concept in marketing.
أهم كتاب ممكن قراءته ، لأهم وأقوى مبدأ تسويقي
أهم كتاب ممكن قراءته ، لأهم وأقوى مبدأ تسويقي
Jan 01, 2009
Michael
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How to position your product or service in the mind of the customer.
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Dec 27, 2011
Sky
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Mind Buggling experience as I battle with this book :)
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