Positioning

The message is simple: Offer something meaningfully different than anyone else to your prospective customers...clearly communicate that difference...and you’ll be on the path to greater relevance.

I can’t tell you how many times I’ve referred back to this book for guidance on category creation, naming, brand leadership, and more.

Positioning teaches you how to create a unique position for your brand in the minds of your target audience, and how to communicate that position effectively. It's all about standing out, being different, and showing your customers why they should choose you over your competitors.

Published more than 40 years ago,… show more.

Do you have competition? Most of us do. And unless you know how to stand out, you're just one more player in your industry. You need to know how to set yourself apart from your competition... how to communicate that you're different, better, and offer more advantages than your competitors. This is an important book that teaches you how to construct your USP: Unique Selling Proposition, so that your business is PREFERRED over the other guys. When you're preferred, you're the one who gets the business. And it requires more than a clever name and a nice website. This book… show more.

Positioning started as a brochure in early 1970, then grew into a book that changed the face of marketing. Ries and Trout pioneered a concept they called positioning, which in my view is the foundation of any brand. If you can grasp the simple truths in this book, you’ll understand what 90% of marketing people don’t—that the brand is in the minds of customers, not companies.