Positioning：The Battle for Your Mind

'OneofthemostimportantcommunicationbooksI'veeverread.Ihighlyrecommendit!'-SpencerJohnson,authorof"WhoMovedMyCheese?"andco-authorof"TheOneMinuteManager".'...RiesandTrouttaughtmeeverythingIknowaboutbranding,marketing,andproductmanagement.WhenIhadtheideaofcreatingaverylargethematiccommunityontheWeb,Ifirstthoughtof"Positioning"...'-DavidBohnett,ChairmanandFounderofGeoCities.Thefirstbooktodealwiththeproblemsofcommunicatingtoaskeptical,media-blitzedpublic,"Positioning"describesarevolutionaryapproachtocreatinga"position"inaprospectivecustomer'smind-onethatreflectsacompany'sownstrengthsandweaknessesaswellasthoseofitscompetitors.Writingintheirtrademarkwitty,fast-pacedstyle,advertisinggurusRiesandTroutexplainhowto:makeandpositionanindustryleadersothatitsnameandmessagewheedlesitswayintothecollectivesubconsciousofyourmarket-andstaysthere;positionafollowersothatitcanoccupyanichenotclaimedbytheleader;and,avoidlettingasecondproductrideonthecoattailsofanestablishedone."Positioning"alsoshowsyouhowto:useleadingadagencytechniquestocapturethebiggestmarketshareandbecomeahouseholdname;buildyourstrategyaroundyourcompetition'sweaknesses;repositionastrongcompetitorandcreateaweakspot;useyourpresentpositiontoitsbestadvantage;choosethebestnameforyourproduct;determinewhen-andwhy-lessismore;and,analyzerecenttrendsthataffectyourpositioning.RiesandTroutprovidemanyvaluablecasehistoriesandpenetratinganalysesofsomeofthemostphenomenalsuccessesandfailuresinadvertisinghistory.Revisedtoreflectsignificantdevelopmentsinthefiveyearssinceitsoriginalpublication,"Positioning"isrequiredreadingforanyoneinbusinesstoday.