Read Online Positioning: The Battle for Your Mind By Al Ries,Jack Trout
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Ebook About 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 affect 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 reading for anyone in business today.Book Positioning: The Battle for Your Mind Review :
This book is the "father of positioning" Trout's famous work, the first in the history of the United States, the best business classics, the US CEO is most afraid of being read by competitors in the business book, talking about positioning theory and operation methods And with a wealth of practical case analysis, to guide entrepreneurs to successful corporate positioning, to achieve commercial success.Positioning, not only to find a keyword for the product, to compose a slogan, but also to occupy a unique position in the mind of the prospective customer. This book uses a number of corporate cases, illustrating a company name at the beginning, a simple slogan, may be able to lay the foundation for the success of the product and the company. In short, positioning is not simply advertised, and the depth of the doorway is difficult to distinguish and is crucial. Why do you need to locate?First of all, we are in the era of information explosion: the media channels are rich but the information is asymmetrical, the information is inflated, and the information of products and enterprises is easily submerged in the vast amount of information. Secondly, the first cause effect makes the brain more likely to pay attention to the first. The information of contact, the information defense mechanism makes the brain establish an insurmountable barrier in the first information and the non-first information, and the brain with limited information processing capability is trapped in the chaos of mass information manufacturing. Information is cumbersome and human brain limits make positioning so important. How to position it? Industry leaders have an inherent advantage in positioning. The first cause effect allows consumers to see only the leader of the first place. The position that leaders want to occupy the brains of consumers is simple: analyze market and consumer vacancies, fight for time to fill vacancies, and use value advantages and brand advantages to intercept opponents. However, the leader should be wary of: Do not blindly expand, do not casually expand the product. Once the position of goods and brands is formed in the minds of consumers, it is difficult to be changed. If the trade rushes, it is easy to shake the original positioning, so that consumers can confuse the original positioning and new positioning, the original positioning is broken, and the new positioning is not clear. Consumers are likely to switch to other brands. The author suggests that if you want to expand your product, you must establish a new position with a new name, separate from the original product, and attract new customers.Share the classic arguments in the book with you:1. The best way to deal with an over-extended society is to simplify the information as much as possible.2. The main factor in establishing leadership is to get ahead of people's minds.3. The biggest mistake the company makes is trying to satisfy everyone's needs, that is, everyone's satisfaction trap.4. If someone forces you to drink a cup of H2O, your reaction may not be good, but if someone invites you to drink a glass of water, you may feel good. That's right, the difference between the two is not in the mouth, but in the mind.5. If you want to make a new product successful, you should set a new ladder for it. New ladder, new name. It's that simple.6. Complexity is the enemy of positioning, simple is the true meaning of positioning I work in communications and a lot of the lessons outlined in “Positioning: The Battle for Your Mind” will carry over well in my work life. The strategies to separate your message from the myriad of other messages consumers are inundated with are discussed well enough here - and you will definitely take away a lot of lessons learned from this book if that’s what you’re looking for. Though I have to take two stars off because of the following reasons. First, it’s very outdated. For instance, it goes into detail about how television is still the most dominant place for advertising. I get that it was published in 1980, but I was left with questions about today’s actual market and what impact the internet is having on advertising and communications. I know this isn’t the fault of the authors per se, but just keep that in mind if you’re looking for ideas about modern day marketing. Second, the ideas set forth in the book are not really detailed enough and don’t have any scientific evidence or in-depth analysis. For instance, an idea will be like, “Doing A is better than B, because company C did this and company D did that, ergo, it’s better.” A lot of the information backing up their claims are based only on results of American businesses and honestly a lot of it was just glazed over because the section on the topic will end or the chapter itself will end. Finally, the writing to me sounds like a quick-talking 1920s movie. Ideas go from one to the other at a breakneck speed, and a lot of the time ideas are underlined by some sort of cliche or play on words. All in all, it’s still a good book that I learned a lot from when it comes to how I approach communications in my career. However, I will be turning to other authors who can offer more scientific evidence of positioning in a consumer’s mind as I think there’s still loads more to discuss in this realm and I didn’t get all that I wanted from this read. 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