Positioning: The Battle For Your Mind

Positioning: The Battle For Your Mind

Al Ries / May 31, 2020

Positioning The Battle For Your Mind This business classic deals with the problems of communicating to a skeptical media blitzed public

  • Title: Positioning: The Battle For Your Mind
  • Author: Al Ries
  • ISBN: 9781932378252
  • Page: 182
  • Format: Audio CD
  • This business classic deals with the problems of communicating to a skeptical, media blitzed public.

    • É Positioning: The Battle For Your Mind || ✓ PDF Download by ð Al Ries
      182 Al Ries
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      Posted by:Al Ries
      Published :2020-02-18T05:49:53+00:00

    About "Al Ries"

      • Al Ries

        Al Ries is a marketing professional and author He is also the co founder and chairman of the Atlanta based consulting firm Ries Ries with his partner and daughter, Laura Ries Along with Jack Trout, Ries coined the term positioning , as related to the field of marketing, and authored Positioning The Battle For Your Mind, an industry standard on the subject.Ries graduated from DePauw University in 1950 with a degree in liberal arts and accepted a position with the advertising department of General Electric before founding his own advertising agency in New York City, Ries Cappiello Colwell, in 1963 The agency later changed to a marketing strategy firm, Trout Ries.In 1972, again cooperating with Trout, Ries co authored a three part series of articles declaring the arrival of the Positioning Era in Advertising Age magazine, promoting their concept of positioning.In 1994, Ries founded Ries Ries with his daughter Laura a recent graduate of Northwestern University and TBWA advertising account executive.Ries was selected as one of the most influential people in the field of public relations in the 20th century by PR Week magazine in 1999 Ries has also written a number of books that have made the BusinessWeek best seller list on a number of occasions.


    1. The whole book can be boiled down to 2 key ideas: - The brand that gets in the mind of the consumer first wins. Who makes the best soda? Coke! The best small cars? VW with its Beetle! The best round chips? Pringles! Tip: Find a narrow niche and hold it tight! - Line extension is bad (Xerox producing computers in bad, Chevrolet making small cars is bad, even Pantene producing body foam is bad). Tip to companies: Never stray from the business where you are the leader! I read the updated edition of [...]

    2. This book tells how to establish a position for your products and company in the minds of prospects. The authors say that the essence of positioning is to make your brand name stand for the generic (e.g Kleenex).I like the advice to start with the position you already have (what you’re already known for), and work to improve from there.It’s mostly applicable to large companies with large advertising budgets, but most principles can apply to smaller businesses. It’s mostly applicable to pro [...]

    3. This book feels like it was composed via cell phone text messages. Many of the paragraphs are a single sentence.The main idea is that you cannot make in-roads in an existing market by attacking the top dog. The top dog, the market leader, will beat you every time. Instead, the authors argue that you have to position your product/company/person in the mind of the consumer, in relation to the market leader. And forcing your idealized position on the mind of the consumer won't work, so your positio [...]

    4. I don't read books about marketing. Ever. It was pretty interesting though, since the trends he describes can definitely be observed in action.However, Ries raised a lot of red flags with how certain he sounded about his assessments. He says things like, "a better name for product X? *name he just came up with*". Sometimes, he makes these statements without much supporting evidence. Anyway, it wasn't a huge part of the book, but he sounded so sure about everything, and that really off-putting fo [...]

    5. This is a good book in need of an update. I read it for a grad school class and while it was interesting in parts, it was very much undergraduate level (Marketing 101) information. The biggest issue I had with it is that every example is out of date. He mentions companies that have now closed down and talks about the great things that they are doing - for example, he talks about how Newsweek is a much better magazine name than Time and will surely be more successful because of it. Since we all k [...]

    6. Its old, but its a classic. I was told it's part of the curriculum for Harvard Business school. If you are creating a product or a brand, this is a MUST READ. Biggest takeaway: you want to create a new category and dominate it. So don't be the 7th biggest social network, be the #1 book focused social network. People can only remember the top 3 things in any given category. It's a fun exercise actually, start to think of products and try to name as many brands as you can. Oftentimes you can only [...]

    7. I read this book to help enhance the growth of my start-up ladies leisurewear brand, Broads. While this book had me engage in a lot of critical thinking about typical product placement and where I would like to see my line in five, ten, and even twenty years from now, I felt as if Positioning was a bit dated and put too much of an emphasis on companies with bold names. I was hoping to learn more about creating a solid position in a marketplace that is difficult to 'break' into.

    8. Another 200 page business/marketing book that would have been better published as a pamphlet. There are some great ideas here though, so I can see why its held its classic status.

    9. The opening chapters are very blowhardy: I nearly threw down the book in disgust. But when the authors finally get going they're golden (if fairly dated). Their insights on how brands convey meaning, especially how they fail to carry all the meaning companies intend them to when they create line extensions, all of that stuff is great and makes me want to re-read this in a few years (or maybe grab the audiobook) to see how the knowledge has settled. Absolutely essential reading for anybody trying [...]

    10. This book talks about how to stand out in an overcrowded field--and it's not by merely being good at what you do. Yes, you have to be excellent. But there are many others who are excellent as well. He talks about "finding the hole" where others are not (e.g. the masculine-style perfume for women, Charlie). Or by deliberately playing off of the brand position of another (e.g. Jamaica as the Hawaii of the Caribbean). He shares about the power of a clear name and the trap of line extension.It's a s [...]

    11. Back to work.-----------Vừa thích và vừa không thích.Định vị là mảng thể hiện sự hoang tửởng lý tưởng của cá nhân m và đồng đội nhất, flow high nhiều ideas lắm, tưởng dễ ăn lắm nhưng sụp hố như chơi, nên quyết tâm phải trùng tụ phần này.Nửa đầu sách khá hay, các ví dụ và lí luận, định nghĩa, suy nghĩ của tác giả m cực kỳ thích. Take note ào ào để sau này có lý tranh luận vs đồng [...]

    12. In my job, there's some downtime. It's feast or famine writing. So our superiors have requested that in these periods of nothingness we delve into some reading with the goal of honing some sort of skills, i.e professional development. Ok. Fine. Positioning: The Battle for Your Mind is one of the books on our list.This is certainly not a book I would have ever picked up on my own, and I've yet to determine if it's made an impression on me. Hmmmmm. Well, yeah, I guess it has a little bit. Some poi [...]

    13. I agree with other reviewers who commented that the book is in a need of an update - urgently. I also didn't particularly enjoy the book because of:1. The style of writing. The staccato-styled writing is very distracting for me. Of course, I understand that this is a personal grouch. 2. Repetition on the importance of being first and a very good name. What happens to those that are not first to market? While there's a section that explains how to position as a follower, I feel that the book is E [...]

    14. True to this book's title Ries and Trout deliver their strategy and tactics for "positioning" the mind of consumer or prospect. Anyone can "position" anything from merchandise, service, company, or oneself. The book goes into heavy introduction about the entire concept of "positioning". It answers who, what, when, where, and most importantly why this concept is so important. I like that the book is constructed in a textbook style, where PAR (Problem, Action, and Result) statements are given to s [...]

    15. هر وقت از من بخواهند یا خودم بخواهم به زور در رابطه با کتابی نظر بدهم میگویم خوب بود. بد بود. بامزه بود، عجب نثری داشت و به همین ترتیب. این آقا هم کلا اولین بار مفهوم پوزیشنینگ را مطرح کرده همین طوری از تبلیغ ها و رویکردهای شرکت ها صحبت می کند. مثلا سون‌آپ استراتژی خوبی داشت برای [...]

    16. Answer this: do more people have automotive batteries bought at JC Penney or Sears? You do know that the DieHard brand is from Sears, right?This just made the "must read" book list for Main Street Startups. I bought it in May 1996. Studied it again at length in July 2010. And now again, December 2011.Recently I did several presentations on the Four Ps of Marketing Mix and brought my attention back to this classic Ries & Trout text. The examples are simply engaging. If you are serious about y [...]

    17. The whole idea about this book is to position your product/company from customer’s standpoint.We cannot simply compete with the king when we do not position our product. This book will make us think about a product from outside and the reason for doing so is clearly explained. The examples are very insightful. Nevertheless a book which easily gets 5 stars.

    18. Эта как и другие книги Траута и Райса очень основательно проработана. Авторы молодцы и прописали в книге множество золотых правил и предупредили от всевозможных ошибок.Хотя в некоторых моментах я лично не согласен и готов поспорить с авторами, но всё-таки в целом считаю эт [...]

    19. It turns your head around, forcing you to think outside-in. It's not about what your product is, it's about how they perceive it. It's not what you say, it's how they get it. From positioning a candy bar, a bank, a country or the church, the book presents the basic principles for doing it. Examples are insightful although because it's a classic, they are a little old. Nevertheless a great book.

    20. The battle between brands takes place in the prospects mind. This book is marketing classic where the authors showcase isights, strategies, example of both successful and unsuccessful positioning of services, brands, products such as Coke, Duracell, Xeroxey even go about how to position a country.

    21. It's like an explanation of what the people in Mad Men actually do. Worthwhile read for anyone who has ever wondered why some ads/companies work, and others don't.

    22. شاهکاری که دیر ترجمه شد و البته خوب هم ترجمه نشد ولی هنوز هم یکی از کتاب‌های ماندگار مدیریت است

    23. In the recent times, I've been going through lot of articles related to how to push your product to the market and be successful and traction on the same etc This book has lots of examples on how to position different things. My favorite are mostly on the product positioning. One key thing that we need to keep in mind is, once we're ready with a product to push in on the market, it is not that we are positioning the product itself, rather how we position it on the users' minds. The stronger we p [...]

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