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25th out of 159 books
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160 voters
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Positioning: The Battle for Your Mind: How to Be Seen and Heard in the Overcrowded Marketplace
by
Al Ries,
Jack Trout
Positioning, a concept developed by the authors, has changed the way people advertise. The reason? It's the first concept to deal with the problems of communicating in an overcommunicated society. With this approach, a company creates a 'position' in the prospect's mind, one that reflects the company's own strengths and weaknesses as well as those of its competitors. Witty...more
Paperback, 213 pages
Published
December 13th 2000
by McGraw-Hill Companies
(first published 1980)
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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
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
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
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...more
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
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.
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.
Rickeclectic
rated it
Recommends it for:
Anyone wanting to understand product marketing
Shelves:
business
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.
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!
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.
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.
Excelente libro que muestra el comportamiento de las personas... ayudará mucho en su carrera... 100% recomendado
Book on how advertiser get into people's mind to sell products and sevices. Read book for my graduate Marketing class.
Certain points outdated but still a solid read, if only to identify opportunities that exist in new media.
Highly recommend that any marketer reads this book. Positioning is an important part of the marketing mix.
A marketing staple. Always great to go back and look again. Still relevant after all of this time.
Insightful for people with zero marketing background (like me). Dated in a perfectly charming way.
Cy Tymony
added it
Completely changed my view of big business marketing especially the sections on Line Extension.
This book was included in my book: The 100 Best Business Books of All Time. www.100bestbiz.com
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...more
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.
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
How to position your product or service in the mind of the customer.
Truly a classic and must-read for any communications practitioner.
An advertising/marketing classic. All the principles still apply.
Mind Buggling experience as I battle with this book :)
Nigel Kersten
is currently reading it
This is a bit of a change in direction for me...
a very good handy book on marketing fundamentals
Positioning, mengetahui posisi kita di pasar.
a bit dated, but a classic
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