Positioning: The Battle for...
Positioning: The Battle for Your Mind
How to be seen & heard in an overcrowded marketplace
5 years ago
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Guerric de Ternay
! Here's a recent chat I had with Laura Ries who is Al's daughter and now works with him at Ries & Ries. We dived into the essence of positioning and also additional ideas that emerged from Laura and Al's experience working with their clients on positioning. Listen to the podcast episode:
is right. Positioning is such an important marketing book. Highly recommended!
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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.
Author, Hacking Growth
Probably one of the most important marketing books of all time. Positioning is the art of finding the spot where there's fit for your PMF equation. Slack is an excellent, recent case study in positioning.