First published in 1981 and later revised, Positioning: The Battle for Your Mind by Al Ries and Jack Trout remains one of the most influential books in modern marketing.
The authors pioneered the concept of “positioning”, a revolutionary approach to breaking through media clutter and shaping how customers perceive your brand in a world flooded with advertising.
Instead of focusing only on what companies say, Ries and Trout emphasize the importance of occupying a distinct place in the consumer’s mind, built on your strengths, your competition’s weaknesses, and strategic clarity.
Through engaging examples and case studies, the book explains how to build a leadership position, claim an unoccupied niche, or even reposition a competitor to create opportunity.
It covers everything from choosing the right product name to simplifying your message so it sticks.
With its witty, fast-paced writing and timeless strategies, Positioning remains essential reading for entrepreneurs, marketers, and business leaders who want to stand out, capture attention, and influence how audiences think about their brand.
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