Positioning
by Al Ries and Jack Trout
The 1981 marketing classic that argued the battle is for a position in the prospect's mind, not for product features: be first, own a word, or reposition the competition. Examples are dated (Avis, 7-Up, Xerox) but the logic drives most modern branding.
Read it if…
you sell anything and have never thought about what one word you own in the customer's head.
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Skip it if…
you want digital marketing tactics; this is strategy from the ad age.
Try instead: Inspired →
Three things you will actually use
- The mind is the battleground.
- Be first, or create a category where you are first.
- Own one word; do not try to own three.
Do this first
Write the one word you want your business to own and check whether a competitor already owns it.
Our verdict
Old examples, timeless logic.
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