“Positioning: The Battle for Your Mind” by Al Ries and Jack Trout is a classic marketing book that was first published in 1981. The book explains the concept of positioning, which is the process of creating a unique image for a product or service in the minds of the target market. The authors argue that in today’s crowded marketplace, the most successful products and services are those that have been positioned correctly in the minds of consumers.
The book is interesting for product managers, product marketing managers, and entrepreneurs because it offers a framework for creating a clear and unique positioning for a product or service. The authors explain how to identify a target market, create a unique selling proposition, and communicate that proposition through advertising and other marketing efforts. They also discuss the importance of consistency in branding and messaging, and the need to continuously monitor and adjust the positioning as the market and competition changes.
The book also provides real-life examples of companies that have successfully positioned themselves in the market, such as IBM as the “big iron” company and Volvo as the “safety” car. It also provides examples of companies that have failed to position themselves correctly and how they could have improved their strategy. Overall, “Positioning” provides valuable insights and practical advice for anyone looking to create a strong and differentiated positioning for their product or service in the marketplace.
The 10 most important recommandations
- Develop a unique and memorable positioning statement that effectively communicates the key benefits of your product or service. Examples: “The quicker picker upper” (Bounty paper towels) and “The ultimate driving machine” (BMW).
- Identify and target a specific niche market to effectively differentiate yourself from competitors. Examples: “The low-cost airline” (Southwest) and “The luxury hybrid” (Lexus LS 600h).
- Create a strong brand name that is easy to pronounce, spell, and remember. Examples: “Google” and “Twitter”.
- Focus on one key benefit or feature of your product or service and use it to create a unique selling proposition (USP). Examples: “The first and only antiperspirant with 24-hour odor protection” (Secret) and “The first and only toothpaste with fluoride and baking soda” (Arm & Hammer).
- Use advertising and other marketing efforts to reinforce your positioning statement and USP. Examples: “Can you hear me now?” (Verizon) and “Just do it” (Nike).
- Use packaging, design and other visual elements to help communicate your positioning and differentiate your product or service. Examples: Apple’s minimalist design and Coca Cola’s iconic red and white branding.
- Leverage social proof, such as customer testimonials and industry awards, to build credibility and trust. Examples: “As seen on TV” and “Recommended by 9 out of 10 dentists”
- Be consistent in your messaging across all marketing channels, including online and offline. Examples: McDonald’s “I’m Lovin’ It” slogan used consistently in ads, packaging, and in-store signage.
- Use public relations to build awareness and credibility for your product or service through media coverage and thought leadership. Examples: Tesla’s press releases and Elon Musk’s tweets
- Continuously monitor and adapt your positioning based on customer feedback and market changes. Examples: Netflix’s pivot from a DVD rental service to a streaming service and Apple’s shift towards services like Apple Music and the App store.
Al Ries and Jack Trout
Al Ries and Jack Trout are marketing strategists and authors. Al Ries is known for coining the term “positioning” in the marketing world, while Jack Trout is known for his expertise in positioning strategy and competitive marketing. Together, they wrote several books on the topic, including “Positioning: The Battle for Your Mind,” which was first published in 1981 and is considered a classic in the marketing industry. They are considered as pioneers in the field of positioning strategy.
