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Positioning: The Battle For Your Mind
Book

Positioning: The Battle For Your Mind

How to Be Seen and Heard in the Overcrowded Marketplace

Jack Trout and Al Ries
McGraw-Hill, 2001
First Edition: 1980

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Editorial Rating

9

Qualities

  • Innovative
  • Applicable

Recommendation

Yes, this is the renowned marketing classic, revered for bringing to light the now ubiquitous strategy of positioning. If you’re in business, you probably have at least a fuzzy notion of what the term means. If you’re in marketing, you probably hear the word used at least five times a day. (Seriously, try counting.) But in terms of defining positioning and explaining how to use it as a foundation for your strategy, nobody has done a better job than Al Ries and Jack Trout in this original. Of course, the book does have a slightly historical flavor to it now, since the most contemporary business examples cited arrive from the 1970s and 1980s. While a lot has changed since then, a lot hasn’t. 

Take-Aways

  • Positioning establishes a product or idea in a person’s mind.
  • Competing against a brand that’s already established in a consumer’s mind is a losing battle.
  • Instead, find the creneau (French for hole) in the consumer’s mind and fill it with your product.

About the Authors

Well known marketing strategist Al Ries is chairman of Ries & Ries Focusing Consultants. The late marketing pioneer Jack Trout chaired Trout & Partners.  

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    A. J. 6 years ago
    Great refresher.

    Thank you.
  • Avatar
    K. S. 6 years ago
    Great and timeless book! Especially when marketers need to find new small market "Creneaus" in new and fragmented markets.
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    T. B. getAbstract 1 decade ago
    Just a classic. I read it whenever I have the feeling to get lost in to many ideas. Always helps me to get to the basics.