Positioning

Al Ries

Jack Trout

and Jack TroutPositioning: The Battle for Your Mind by Al Ries and Jack Trout is a timeless marketing book that has become a must read for marketers and business people alike. It introduces the concept of positioning—the idea of positioning a product or service in the mind of the customer in order to stand out from its competitors.The book begins with the authors describing how product and services should be named, branded and marketed in order to position them in the minds of the customer. It then goes on to explain why an understanding of the “positioning game” is necessary to increase profits and market share.The second half of the book is focused on practical advice and strategies to help companies understand and implement successful positioning. The authors cover tactics such as choosing and creating slogans and tag lines, taking advantage of competitors’ positioning and how to differentiate your feature set and brand. They also discuss how simple changes in your product and packaging can increase your success. Throughout the book, Ries and Trout offer stories and examples to illustrate their points and reinforce the importance of positioning.Positioning is an invaluable tool for companies of any size and in any industry. It is a book that is still widely read and discussed by marketers and business people today, despite being written so long ago. Through this book, Ries and Trout demonstrate their reputation as marketing innovation and provide invaluable advice to help marketers navigate the complex and ever-changing marketing landscape.