Positioning is a marketing book written by Al Ries and Jack Trout. The book was first published in 1981 and has since become a classic in the field of marketing. The idea behind the book is to teach readers how to create a unique positioning for their product or service in the minds of consumers. This is important because consumers have limited mental capacity and can only remember a certain amount of information. By creating a unique positioning, a company can stand out from its competitors and become the go-to choice for consumers.
The first chapter of the book introduces the concept of positioning and explains how it came about. The authors argue that positioning is not just a marketing strategy, but a way of thinking that can be applied to any aspect of life. They also explain that positioning is not just about creating a unique image, but about creating a unique identity that is associated with a particular product or service.
Chapter 2: The Repositioning of AT&T
The second chapter of the book looks at the repositioning of AT&T. The authors argue that AT&T was once seen as a monopoly and was not associated with innovation. However, through a series of positioning strategies, AT&T was able to reposition itself as a leader in technology and innovation. The authors argue that this repositioning was successful because it was based on a clear and consistent message that was communicated through all channels.
Chapter 3: The Art of Positioning
The third chapter of the book looks at the art of positioning. The authors argue that positioning is not just about creating a unique image, but about creating a unique identity that is associated with a particular product or service. They also argue that positioning is not just about what a company says about itself, but about what consumers say about the company. The authors provide several examples of successful positioning strategies, including the Nike swoosh and the Volkswagen beetle.
Chapter 4: The Perils of Market Leadership
The fourth chapter of the book looks at the perils of market leadership. The authors argue that being a market leader can be a double-edged sword. On the one hand, being a market leader can be very profitable. On the other hand, being a market leader can also make a company a target for competitors and can limit a company’s ability to innovate. The authors provide several examples of companies that lost their market leadership position and argue that the best way to avoid this fate is to constantly reposition oneself in the minds of consumers.
Chapter 5: The Power of the Number Two
The fifth chapter of the book looks at the power of the number two. The authors argue that being the number two player in a market can be just as profitable as being the market leader. They also argue that being the number two player can give a company more flexibility and allow it to be more innovative. The authors provide several examples of successful number two players, including Pepsi and IBM.
Conclusion
Positioning is a classic marketing book that teaches readers how to create a unique positioning for their product or service in the minds of consumers. The book provides several examples of successful positioning strategies and argues that positioning is not just a marketing strategy, but a way of thinking that can be applied to any aspect of life. Whether you are a marketer or not, Positioning is a must-read book that will help you understand how to create a unique identity for yourself or your company.
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