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The cover of Positioning: The Battle for Your Mind

Positioning: The Battle for Your Mind

Al Ries, Jack Trout

In a world drowning in messages, how do you get your product, your company or yourself to stand out in a stranger's mind?

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At a glance

Author
Al Ries, Jack Trout

Why read it

  • You will stop assuming that more communication means better communication
  • You will be able to choose a name that hooks your product onto a clear place in people's minds
  • You will spot when stretching a famous name onto a new product will eat into the old one instead of the competition

Who it is for

  • A founder naming a first product or company
  • A marketer whose new offer sounds like everyone else's
  • A professional wondering how to be remembered for one thing

Contents

  1. New Foreword to the Marketing Classic
  2. Introduction
  3. 1 What positioning is all about
  4. 2 The assault on the mind
  5. 3 Getting into the mind
  6. 4 Those little ladders in your head
  7. 5 You can’t get there from here
  8. 6 Positioning of a leader
  9. 7 Positioning of a follower
  10. 8 Repositioning the competition
  11. 9 The power of the name
  12. 10 The no-name trap
  13. 11 The free-ride trap
  14. 12 The line-extension trap
  15. 13 When line extension can work
  16. 14 Positioning a company: Xerox
  17. 15 Positioning a country: Belgium
  18. 16 Positioning an island: Jamaica
  19. 17 Positioning a product: Milk Duds
  20. 18 Positioning a service: Mailgram
  21. 19 Positioning a Long Island bank
  22. 20 Positioning a New Jersey bank
  23. 21 Positioning a ski resort: Stowe
  24. 22 Positioning the Catholic Church
  25. 23 Positioning yourself and your career
  26. 24 Positioning your business
  27. 25 Playing the positioning game

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