Positioning

About the Author

Al Ries and Jack Trout are two of the most influential figures in the world of marketing. With over 20 years of marketing experience, they are widely regarded as pioneers of the concept of positioning—a strategy that has fundamentally transformed the way businesses approach marketing and branding.

Ries and Trout first introduced the concept of positioning in their groundbreaking book, "Positioning: The Battle for Your Mind," published in 1981. This book was the first of several collaborations between the two authors, who have since written multiple bestsellers together, including "Marketing Warfare," "Bottom-Up Marketing," and "The 22 Immutable Laws of Marketing."

Their work has had a lasting impact on the field of marketing, and they are credited with popularizing the idea that in a crowded marketplace, the key to success is not just being better, but being different. Their insights have helped countless companies navigate the complexities of modern marketing, making them two of the most respected voices in the industry.

Main Idea

The central premise of "Positioning: The Battle for Your Mind" is that in today's overcrowded marketplace, the most effective way to stand out is by strategically positioning your product, service, or brand in the minds of consumers. Positioning is about framing your offering in a way that makes it distinct and memorable in comparison to your competitors. The goal is to occupy a unique space in the consumer's mind, so that when they think of your product category, they think of you.

Ries and Trout emphasize that positioning is not about what you do to the product, but rather what you do to the mind of the prospect. It is about shaping perceptions and creating a lasting impression that differentiates your product from others in the market. This requires a deep understanding of both your target audience and your competition, as well as the ability to craft a clear, compelling message that resonates with consumers.

Table of Contents

1. What Positioning Is All About
2. The Assault on the Mind
3. Getting into the Mind
4. Those Little Ladders in Your Head
5. You Can’t Get There from Here
6. Positioning of a Leader
7. Positioning of a Follower
8. Repositioning the Competition
9. The Power of a Name
10. The No-Name Trap
11. The Free-Ride Trap
12. The Line-Extension Trap
13. When Line Extension Can Work
14. Positioning a Company: Xerox
15. Positioning a Country: Belgium
16. Positioning an Island: Jamaica
17. Positioning a Product: Milk Duds
18. Positioning a Service: Mailgram
19. Positioning a Long Island Bank
20. Positioning Yourself and Your Career
21. Six Steps to Success
22. Crisis in the Church: How Religion Lost Its Position
23. Positioning the Catholic Church
24. What Positioning Is Not
25. But Does Positioning Work?

What Positioning Is All About

The concept of positioning is rooted in the idea that we live in an over-communicated society where consumers are constantly bombarded with information and advertisements. In this environment, it is not enough to have a great product; you must also find a way to break through the noise and make your product stand out. Positioning is the strategy that allows you to do this by creating a unique image or perception of your product in the mind of the consumer.

Ries and Trout describe positioning as a battle for the mind, where the goal is to capture a spot in the consumer's mental ladder—a ranking system that people subconsciously use to categorize and evaluate products. To succeed in this battle, you must first understand how your product is currently perceived and then determine how you want it to be perceived. This requires careful analysis of both your own strengths and weaknesses, as well as those of your competitors.

The Assault on the Mind

In today's world, consumers are exposed to an overwhelming amount of information every day. As a result, they have developed mental filters to help them process this information and focus only on what is most relevant to them. These filters are based on past experiences, expectations, and perceptions, and they play a crucial role in how consumers interpret and respond to marketing messages.

Ries and Trout argue that the key to successful positioning is understanding these filters and crafting your message in a way that aligns with the consumer's existing beliefs and expectations. This means simplifying your message so that it is easy to understand and remember, and ensuring that it reflects the reality as the consumer understands it. They emphasize that "the simpler the message, the better, because simpler messages can more easily get through your brain’s information-overload filter."