Positioning: The Battle for Your Mind – Al Ries
In an overcommunicated society, where people are bombarded every day with thousands of advertising messages, how can a product, company or person get noticed and remembered? Marketing strategists Al Ries and Jack Trout answered this question with a concept that transformed the advertising world. Positioning: The Battle for Your Mind explains how to occupy a distinct place in the mind of the customer.
Ries and Trout argue that positioning is not what you do to a product, but what you do to the mind of the prospect. Because the human mind can hold only a limited amount of information and tends to rank products in a ladder within each category, the easiest way to get into a mind is to be first. When that is not possible, a company must find a way to relate its product to what is already in the customer’s mind, or create a new category where it can be first.
The book illustrates these ideas with famous case studies, including how Avis turned being number two in car rentals into a strength, how 7 Up positioned itself as the Uncola against Coca-Cola and Pepsi, and why many companies failed when they tried to compete head-on with established leaders or extended a successful brand name to too many products. The authors also discuss the importance of choosing the right name, the dangers of line extension, and how positioning applies not only to products but also to companies, countries, organizations and individual careers.
Concise, practical and full of memorable examples, Positioning has become one of the most influential marketing books ever written and remains essential reading for marketers, advertisers, entrepreneurs and business students. Some examples reflect the era in which it was written.
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