The first book to deal with the problems of communicating to a skeptical media-blitzed public
Positioning describes a revolutionary approach to creating a position in a prospective
customer's mind-one that reflects a company's own strengths and weaknesses as well as those of
its competitors. Writing in their trademark witty fast-paced style advertising gurus Ries and
Trout explain how to: Make and position an industry leader so that its name and message
wheedles its way into the collective subconscious of your market-and stays there Position a
follower so that it can occupy a niche not claimed by the leader Avoid letting a second product
ride on the coattails of an established one. Positioning also shows you how to: Use leading ad
agency techniques to capture the biggest market share and become a household name Build your
strategy around your competition's weaknesses Reposition a strong competitor and create a weak
spot Use your present position to its best advantage Choose the best name for your product
Determine when-and why-less is more Analyze recent trends that affect your positioning. Ries
and Trout provide many valuable case histories and penetrating analyses of some of the most
phenomenal successes and failures in advertising history. Revised to reflect significant
developments in the five years since its original publication Positioning is required reading
for anyone in business today.
