Business

Positioning: The Battle for Your Mind

Positioning: The Battle for Your Mind

  • Downloads：7334
  • Type：Epub+TxT+PDF+Mobi
  • Create Date：2021-07-22 09:55:19
  • Update Date：2025-09-06
  • Status：finish
  • Author：Al Ries
  • ISBN：0071359168
  • Environment：PC/Android/iPhone/iPad/Kindle
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Summary

A dynamic new cover heralds the reissue of this bestselling business classic， which Spencer Johnson， M。D。， co-author of The One Minute Manager praised as "One of the most important communication books I've ever read。 I recommend it highly！"

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Reviews

Michelle Klovans ，

Although the case studies and examples are outdated， the basic consumer behavior and marketing principles apply

Amanda Seider ，

There were a couple solid principles in here， but overall just lots of opinions based only on loose case-specific observations， without supporting data or even minimal regard to other factors that influenced the outcomes。 I also think the core stance that a brand can’t successfully harbor multiple products （and that they each need their own brand） is both antiquated and specific to CPG for multiple reasons， including consumers’ desire to streamline purchase decisions with brands they already tru There were a couple solid principles in here， but overall just lots of opinions based only on loose case-specific observations， without supporting data or even minimal regard to other factors that influenced the outcomes。 I also think the core stance that a brand can’t successfully harbor multiple products （and that they each need their own brand） is both antiquated and specific to CPG for multiple reasons， including consumers’ desire to streamline purchase decisions with brands they already trust for a certain competency。 The key is understanding what exactly that competency is and what it can be permissibly extended to， which is where product line extension often fails。 However， I think we can all agree that a simple positioning approach that starts with actual consumer perceptions and focuses on the business’s competitive differentiation is often the winning strategy， and that principle will sustain over time。 。。。more

Nhi ，

Good positioning & branding principles， the case studies are classic but a little bit outdated。 I met some points indicated in other books of Al Ries & Jack Trout like "22 immutable laws" or "Different or Die" for example。 Overall， for me， it's 3 stars only but for the ones who are on the first page of the marketing journey and have not yet read other books of them， it should be rated as 3。5 or 4 instead。 Anyway， cuz it's pretty easy to absorb so still recommend it， but not highly =）））Instead， I Good positioning & branding principles， the case studies are classic but a little bit outdated。 I met some points indicated in other books of Al Ries & Jack Trout like "22 immutable laws" or "Different or Die" for example。 Overall， for me， it's 3 stars only but for the ones who are on the first page of the marketing journey and have not yet read other books of them， it should be rated as 3。5 or 4 instead。 Anyway， cuz it's pretty easy to absorb so still recommend it， but not highly =）））Instead， I would like to recommend "22 immutable laws of marketing"， which is more straight to the point & updated （published in 201x， vs 198x of this one）。 。。。more

Orianne Stern ，

While this book isn’t new， I feel as though it hasn’t help up well。 The book feels simplistic even for its time。 The book centers in two ideas: 1） Be the first on a field。 2） First in mind， first to buy。Both concepts are complicated and even untrue。 In regards to being the first to establish in a field or industry， that is a notion that applied to very few companies rendering the advice useless to most， and what’s worse is that the book lacks the proper advice to amend a companies positioning wi While this book isn’t new， I feel as though it hasn’t help up well。 The book feels simplistic even for its time。 The book centers in two ideas: 1） Be the first on a field。 2） First in mind， first to buy。Both concepts are complicated and even untrue。 In regards to being the first to establish in a field or industry， that is a notion that applied to very few companies rendering the advice useless to most， and what’s worse is that the book lacks the proper advice to amend a companies positioning with grounded recommendations other than listen to trends and stick to them， which is basic and harmful for a brand in the long run。 As to the concept of first in mind， this has been disproven time and time again。 There are more factors than share of mind， such as availability and perception that have a lot of weight in the purchase decision。 All in all， the book lacks the depth and knowledge necessary to grasp the modern necessity of a brands positioning and considering when it was published， it’s not the authors fault。 But it makes this a fun read to see what marketers believed as true and how wrong and simplistic their believes were， and how they have evolved。 。。。more

Vishnu Priya ，

As a soon to be business owner， this book was enlightening for the strategies I can use for my company。 Although a little outdated， the concepts are still applicable， especially their take on the psychological aspect of a company/ product while its marketed to the consumer。 An enjoyable read for anyone looking to understand marketing better。

Rose Peterschmidt ，

For a new college graduate with no interest in advertising， this was a helpful read。 More than anything thing else， this book hammers home the point that it’s always going to be better to work smarter， not harder。 That being said， the edition I read was laughably out of date and I’m sure that some of its logic would not hold up in the internet era。 Still worth a read though。

Jeffrey Mack ，

Good， not greatThe book did a decent job describing the importance of positioning。 However， it seemed to stretch it a little too long。 I felt that we could’ve done without several of the later channels。

Basoncia ，

Da leggere ma molto vecchio。 Un mondo passato。 Come tanti libri americani， una somma di risultati raccontati dall’esterno。

Autumn ，

This book is a time capsule。 There are some great insights in here， but it does require a little translating to modern advertising。 It's also fascinating to read the source material for a lot of the popular ideas that are floating around today。 This book is a time capsule。 There are some great insights in here， but it does require a little translating to modern advertising。 It's also fascinating to read the source material for a lot of the popular ideas that are floating around today。 。。。more

Mixelplik ，

I found this book on a list of the top 100 business books of all time。 I should have done more research into the book before buying。 It has not aged well。 It’s basic approach is to tell company stories that are now very outdated - eg it talked in the present tense about how much Hyatt Legal Services spends on advertising。 （This company was a predecessor to another company that was sold to MetLife in 1997）。

Marco Matos ，

Livro um quanto massudo no início。 Começa a remoer a mesma ideia da "overcommunicated society" durante múltiplas páginas， assim como a vender a ideia de que estamos na "positioning era"。 Depois， a meio， quando começa a abordar os casos práticos， lá arranca， e deixa algumas boas ideias sobre a mesa。 Basicamente:1 - A companhia/produto/político que se está a vender deve ter um posicionamento claro， breve e familiar ao público;2 - Quando a definir o posicionamento devemos ouvir os consumidores e ve Livro um quanto massudo no início。 Começa a remoer a mesma ideia da "overcommunicated society" durante múltiplas páginas， assim como a vender a ideia de que estamos na "positioning era"。 Depois， a meio， quando começa a abordar os casos práticos， lá arranca， e deixa algumas boas ideias sobre a mesa。 Basicamente:1 - A companhia/produto/político que se está a vender deve ter um posicionamento claro， breve e familiar ao público;2 - Quando a definir o posicionamento devemos ouvir os consumidores e ver qual é a imagem que já está na cabeça deles face ao nosso produto， ou face a outro da competição， para podermos moldar a mensagem face a isso;3 - O posicionamento nunca deve ser feito de forma irreal， mas sim apelar a essa imagem que， intuitivamente， os consumidores têm。 Não vale a pena alguma firma de computadores dizer que é a no。1 quando os consumidores sabem que a no。1 é a IBM （pelo menos nos anos 70）。 Se se for o número 1， os consumidores sabem-no;4 - Assim， vale mais oferecermos algo que os outros não oferecem em contrapartida。 Se uma empresa quer entrar num mercado onde há um grande concorrente， vale mais acrescenta um fator distintivo no seu posicionamento， ao invés de guerrear pelo local que o outro já tem。 Assim， e seguindo esta linha de raciocínio no nosso mercado atual， o Instagram， por exemplo， deve puxar pela sua vertente imagética e o Twitter pelo seu microblogging， ao invés de se apresentarem como concorrente do Facebook （o que， na verdade fizeram， e os resultados se vêm）;5 - Uma firma que queira colocar um produto novo no mercado e que saia da sua linha de posicionamento， não deve dar o nome da firma ao produto， mas criar uma nova linha de posicionamento para esse produto， também com um novo nome;6 - O posicionamento é para a vida， e não se deve mudar muito。 Pelo contrário， a firma deve estar sempre atual e na faixa da frente no que toca ao oferecer de melhor tecnologia e melhores serviços， face aos que estão no mercado。 。。。more

Hristo Parchev ，

Great structure， clear and simple however always targeting the main point - the positioning of you， your company， service， product， etc。 It is a great pocket manual one can look for from time to time to avoid stupid and costly mistakes。 Keep it close， ladies and gentlemen。

Daniel ，

This was fascinating！ Link to summary - I can't do it better than this！ https://www。samuelthomasdavies。com/bo。。。 This was fascinating！ Link to summary - I can't do it better than this！ https://www。samuelthomasdavies。com/bo。。。 。。。more

Jake Deane ，

Was funny to read some of the outdated references but still very relevant today。

Richard Clifford ，

Common sense advice for positioning This book couples theory with real examples to help the reader grasp the principles。 I recommend reading this if you’re in the fields of marketing， advertising or sales。

Marvin Musfiq ，

Still one of the best recomended marketing books。

Paolo Caputo ，

Fondamentale

Jasmine A ，

I think this was a very revolutionary book for the 1980s but I wish it was re-written for this century with more relatable examples。

Keith Brooks ，

Best thing I have read on the topic in years

Oriol Carrillo ，

A little bit outdated but still worth it。

Zia Gogh ，

Use your own positive qualities and specialties to find a niche for your product。

Eduard Müller ，

A lot of examples for positioning。 Liked the book but a lot repetitions。

Harsh Jain ，

One time read;

Xi Xi ，

great points for business！！worth reading！！！

Billy ，

Lengthy with good key point。 Target a niche is better than be head on with the giant。 Think of better positioning

Gabriel Cano ，

El libro en General es muy bueno， tiene ejemplos un poco antiguos y algunos que ya no aplican a esta época， pero por otro lado， tiene conceptos muy interesantes e importantes， sobretodo pensamientos fuera de la caja en la manera como posicionar entre otros tu marca personal， los últimos capítulos son muy recomendados。 👍

Heather Sinclair ，

One of the oldies of the marketing world， this book is also a goodie。 That being said， because it's an oldie you need to take some of their examples with a grain of salt （or a bucket）。 Although nearly laughingly outdated at times， the ideas in the book still resonate today。 The writing is straightforward and approachable--like a Dan and Chip Heath book but without quite the playfulness。 The authors take you through the idea of positioning from the basics and into a bunch of case studies demonstr One of the oldies of the marketing world， this book is also a goodie。 That being said， because it's an oldie you need to take some of their examples with a grain of salt （or a bucket）。 Although nearly laughingly outdated at times， the ideas in the book still resonate today。 The writing is straightforward and approachable--like a Dan and Chip Heath book but without quite the playfulness。 The authors take you through the idea of positioning from the basics and into a bunch of case studies demonstrating the effectiveness of their idea。 I read this book slowly， about a chapter a day， and I think if I had blasted through it I would have missed some of the important parts of the book。 And I would have probably been bored to death reading the case studies。 Recommended to read over a long-ish time。 Fans of marketing psychology will enjoy this read， as well as those working in marketing and struggling to make their voice/brand/etc heard。 。。。more

Anthony Gore ，

This is an essential business book that helps you understand where business success really lies - in the minds of prospects！

Ali Alzobaidy ，

كتاب غير طريقة نظري للإعلانات و السياسة 180 درجة

Yixing J ，

this book had some interesting takeaways。there is only one company in each position in the prospect's mind， and once that brand name has established a position， extending the line with that name would dilute the position it has already achieved。 This is interesting when you think about each of Apple's products has quite different names， even though with the same pattern。 Also e。g。 EC2 seems well known to all， but Azure only has its own name famous。。。 Pretty interesting to think about all these m this book had some interesting takeaways。there is only one company in each position in the prospect's mind， and once that brand name has established a position， extending the line with that name would dilute the position it has already achieved。 This is interesting when you think about each of Apple's products has quite different names， even though with the same pattern。 Also e。g。 EC2 seems well known to all， but Azure only has its own name famous。。。 Pretty interesting to think about all these marketing things。One difficulty with marketing i've found is sometimes it's hard to tell if a company failed because of marketing or product。 。。。more

Reference

google book https://www.google.com/search?tbm=bks&q=Positioning: The Battle for Your Mind

hathitrust digital library https://babel.hathitrust.org/cgi/ls?q1=Positioning: The Battle for Your Mind&field1=ocr&a=srchls&ft=ft&lmt=ft

The British Library https://bll01.primo.exlibrisgroup.com/discovery/search?query=any,contains,Positioning: The Battle for Your Mind&tab=LibraryCatalog&search_scope=Not_BL_Suppress&vid=44BL_INST:BLL01&lang=en&offset=0