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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Advertising, of course, is only the tip of the communication iceberg. We
communicate with eachother in a wide variety of bewildering ways. And in a
geometrically increasing volume. The medium may not be the message, but it
does seriously ...
In communication, as in architecture, less is more. You have to sharpen your
message to cut into the mind. You have to jettison the ambiguities, simplify the
message, and then simplify it some more if you want to make a long-lasting
As a nation we have fallen in love with the concept of “communication.” (In some
grade schools “show and tell” is now being called “communication.”) We don't
always appreciate the damage being done by our overcommunicated society.
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Chapter 1 What Positioning Is All About
Chapter 2 The Assault on the Mind
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