Positioning: The Battle for Your Mind
"One of the most important communication books I've ever read. I highly recommend it!"
"...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...."
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:
Positioning also shows you how to:
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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In some cases, advertising is thoroughly detested. To many intellectuals,
advertising is selling your soul to corporate America—a subject not worthy of
serious study. In spite of its reputation, or perhaps because of it, the field of
advertising is a ...
The per-capita consumption of advertising in America today is $376.62 a year. (
That compares with $16.87 in the rest of the world.) If you spend $1 million a year
on advertising, you are bombarding the average consumer with less than a half ...
In advertising, the first product to establish the position has an enormous
advantage. Xerox, Polaroid, Bubble Yum, to name a few more examples. In
advertising, it's best to have the best product in your particular field. But it's even
better to be ...
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Chapter 1 What Positioning Is All About
Chapter 2 The Assault on the Mind
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