Positioning: The Battle for Your Mind

Positioning: The Battle for Your Mind by Al Ries. hardcover edition. ISBN: 9780070652637.

Positioning, a concept developed by the authors, has changed the way people advertise. The reason? Its the first concept to deal with the problems of communicating in an overcommunicated society. With this approach, a company creates a position in the prospects mind, one that reflects the companys own strengths and weaknesses as well as those of its competitors. Witty and fast-paced, this book spells out how to position a leader so that it gets into the mind and stays there, position a follower in a way that finds a hole not occupied by the leader, and avoid the pitfalls of letting a second product ride on the coattails of an established one. Revised to reflect significant developments in the five years since its original publication, Positioning reveals the fascinating case histories and anecdotes behind the campaigns of many stunning successes and failures in the world of advertising.