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Positioning

The Battle for Your Mind
Written by: Al Ries, Jack Trout
Narrated by: Grover Gardner
Length: 4 hrs and 8 mins
5 out of 5 stars (16 ratings)

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Publisher's Summary

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:
  • Make and position an industry leader so that its name and message wheedles its way into the collective subconscious of your market and stays there
  • Position a follower so that it can occupy a niche not claimed by the leader
  • Avoid letting a second product ride on the coattails of an established one

    Positioning also shows you how to:

  • Use leading ad agency techniques to capture the biggest market share and become a household name
  • Build your strategy around your competition's weaknesses
  • Reposition a strong competitor and create a weak spot
  • Use your present position to its best advantage
  • Choose the best name for your product
  • Determine when, and why, less is more
  • Analyze recent trends that effect your positioning

    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 listening for anyone in business today.

  • ©2001 McGraw-Hill (P)2004 AMI

    What the critics say

    "One of the most important communication books I've ever read. I highly recommend it!" (Spencer Johnson, author of Who Moved My Cheese?)

    What members say

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    must have book

    loved it. the book was great. gave mena great perspective. recommend to anyone trying to grow

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    One of the best

    Always listen to the books of the founders. You might find some contradictory but you can sort it out. I have seen scientists and professors talking nonsense a lot!!

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    • Joseph
    • 2008-07-08

    Great stuff ... if it was 1975

    This is a dated marketing book talking about the "new world" of marketing. Unfortunately, this new world has already come and gone, much like disco music which filled the airwaves when the book was written.

    If you want a book on the success of product marketing using products that don't exist anymore, this is the book for you.

    Also, I found this book very light on content with long rambling stories without any payoff.

    I'm not sure how it's received so many good reviews. I wish Audible would change the 2001/2006 release date to the first release date - 1981, I believe.

    35 of 41 people found this review helpful

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    • Chrisps
    • 2009-07-31

    SO disappointed!

    I expected great things from the famous Ries and Trout. Yes, the concept of positioning is profound and centrally important. Thanks guys. But the book is very disappointing. Much talk about big corporations... "You've got to be first in your sector and you must capture #1. Or if you are #2, here's how to position yourself in relation to #1." The stories were interesting at first, but I got a bit tired of listening to the triumphs and sorrows of the Fortune 100. Not very applicable to our business or our clients.

    One might think maybe there's nothing to say once the concept is articulated, but I don't believe it. I am sure many profound lessons for small and medium business could be given. It is sad they aren't.

    Or one might propose the examples of the Fortune 100 apply to everyone. But they don't. If you can't be national on international #1 or 2, there are going to be many differences in how one thinks about and uses positioning. Who better to get those lessons from?

    So, sirs, got time for an updated version? Positioning from 2009 on, and for all the businesses that can't be #1 or 2?






    9 of 11 people found this review helpful

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    • LearningasIgo
    • 2015-12-31

    Boring, outdated but with a bit of decent advice

    Would you try another book from Al Ries and Jack Trout and/or Grover Gardner?

    Given the dated nature of this book I wouldn't likely try another book by these authors. The narrator was fine but the content was so dated that it was hard to connect with the points being made.

    What does Grover Gardner bring to the story that you wouldn’t experience if you just read the book?

    He has a calming voice which was likely the best part of this audiobook.

    Any additional comments?

    The book boils down to:

    Be 1st in the mind
    Reinforce that you are the "it" or "the real thing" aka 1st.
    Pick a hole in the market and fill it.
    Don't use line extension for long-term success.

    The examples are often funny though not intentionally, one being that Nyquil having gave up the daytime market. Obviously they came out with a daytime product after the book was written.

    2 of 2 people found this review helpful

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    • Adam G
    • 2015-06-15

    Excellent info from a "classical" perspective

    Positioning basics, part of the marketing Canon. Should read for anyone who cares about marketing and positioning. Not the right choice if you're looking for tactical advice in the modern advertising or communications landscape.

    1 of 1 people found this review helpful

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    • Iregretbuyingthis
    • 2019-11-03

    Outdated but relevant

    A great book with a great number of dated examples but the theory is still very relevant. The author did a very good job of explaining positioning.

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    • Amazon Customer
    • 2019-09-05

    Fantastic overview of pre-internet advertising

    Great advertising stories, especially for CPG (consumer packaged goods) and automotive, but definitely dated from before the internet and social media where you advertise your positioning and the consumer publishes contradictions that sometimes undermine that positioning. Advertising is still effective and this is still a worthy read, but the information is historical.

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    • Osman Badran
    • 2019-07-12

    A must read for everyone

    This book is very important for everyone. Whether you are an entrepreneur or a business leader or even building your personal brand. Positioning by default is a platform to help brands differentiate in style and this book takes you to different chapters and application of positioning.

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    • Yannis Kyriak
    • 2019-05-11

    All time classic

    Although it has been written years ago, it has the necessary knowledge and wisdom that makes it a very important reference to any marketer. Definitely, it needs update in the contents and the paradigms (digital era, social media), but the main Dna positioning remains the same.

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    • Utilisateur anonyme
    • 2019-04-23

    good examples but outdated

    this book gives a good positioning structure and tips but use an outdated examples. The book was published before the digital age so the tactics and the perspective are sometimes not relevant. This is a good book for introducing the positioning concept but is not enough.

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    • Juanita Royal-Burgess
    • 2019-02-02

    Didn't like it

    The author kept repeating the same thing over & over. I couldn't get pass the third chapter.

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    • Utilisateur anonyme
    • 2016-04-03

    Very good

    Indispensable pour tout businessman. A lire et relire. Plusieurs wow moments.
    Vous ne regretterez pas votre achat.