Rating: 
Summary: Much More Than Marketing
Review: Positioning is the idea that shook Madison Avenue to its core in the 1970s. Ries and Trout published what the high priests of Madison Avenue deemed as heresy. These two upstarts dared to take the voodoo out of marketing - and marketing has not been the same since.Over the years I have given away countless dozens of Positioning. I have found two types of recipients: (1) Those who view it as a book on marketing, and (2) those who truly "get it." Positioning is not actually about marketing, though that is its platform. It is about how the human mind works. The principals taught in this book apply across all of our lives - from how we are viewed by our friends to why we affiliate with a particular political party or other social cause. Learning how Positioning works is learning about life.
Rating:
Summary: A must for all marketers.
Review: Simple. Concrete. One of the most influencial books I've ever read about brands.
Rating:
Summary: A Terrific Marketing Primer
Review: Solid advice on tapping the marketing hook
for your company. An easy read, this book
will be of value to large and small business
alike.
Learn how some of America's largest corporations
have made multi-$million mistakes in a game
that is subtle and sublime. This book informs
the reader of how to go around the competition instead of against them. Very entertaining as well.
I am a TV Account Executive and I give away
free copies to potential clients. I recommend
this book to anyone interested in marketing, novice or not.
Rating:
Summary: MUST READ
Review: SUPREMELY HELPFUL... I WOULD RECOMMEND THIS BOOK TO ANYONE IN ANY INDUSTRY.... I'VE MOVED ON TO OTHER BOOKS BY THE SAME AUTHORS... I'M WELL READ ON THE TOPICS OF BRANDING AND MARKETING AND CONSIDER THIS A MUST READ.... READ IT!!!!
Rating:
Summary: Simple and powerful, essential reading for any marketer.
Review: Technology changes constantly; people, and the way the mind works remain pretty much the same. This book is every bit as valuable in the "New Economy" hoopla, as it was before the net exploded onto the scene, maybe more so. As the amount of advertising explodes in every media outlet, (s)he without a positioning strategy is increasingly lost in the crowd. Positioning is simply cutting through the immense amount of "noise" in the advertising and marketing world with a clear, concise, SIMPLE, message that occupies a place in the mind of the consumer. Positioning requires a focus; the brand, company or person who tries to stand for, and cover everything ends up representing nothing. Examples abound in "Positioning" of companies that have utilized positioning to attain and maintain leadership and business success, as well as multimillion-dollar write-offs caused by brand dilution. Within the book, you'll find chapters on choosing (brand) names, the decision to extend a brand or to not, repositioning other products to carve out your own niche, and how this applies to your company, its' products and even your career. You can't afford not to buy this book!
Rating:
Summary: Simple and powerful, essential reading for any marketer.
Review: Technology changes constantly; people, and the way the mind works remain pretty much the same. This book is every bit as valuable in the "New Economy" hoopla, as it was before the net exploded onto the scene, maybe more so. As the amount of advertising explodes in every media outlet, (s)he without a positioning strategy is increasingly lost in the crowd. Positioning is simply cutting through the immense amount of "noise" in the advertising and marketing world with a clear, concise, SIMPLE, message that occupies a place in the mind of the consumer. Positioning requires a focus; the brand, company or person who tries to stand for, and cover everything ends up representing nothing. Examples abound in "Positioning" of companies that have utilized positioning to attain and maintain leadership and business success, as well as multimillion-dollar write-offs caused by brand dilution. Within the book, you'll find chapters on choosing (brand) names, the decision to extend a brand or to not, repositioning other products to carve out your own niche, and how this applies to your company, its' products and even your career. You can't afford not to buy this book!
Rating:
Summary: Easy, entertaining & timely
Review: The book is written in an easy manner, with short but concise sentences & a wide spectrum of real-world examples. The humourous writing style of Ries & Trout makes the book an entertaining read. Despite the fact that it's been written decade ago, the concepts in the book are still timely and applicable.
Rating:
Summary: A Classic, A Milestone and a Must Read
Review: The twentieth anniversary edition of "Positioning" is uniquely updated without disrupting the original edition. Ries and Trout provide commentary in the margins, rather than rewriting passages in the book. And in those margins, they can sometimes be brutally honest, as they occasionally admit to being wrong on some of their theories. But what you will note as you read this book is that the theories they advanced 20 years ago have largely proved out in the interim. This is a seminal work, a book that should be read by anyone involved in any form of marketing. The current hot trend in marketing-- "branding"-- is in many ways an outgrowth of the theories put forth on "Positioning." Essentially you distinguish your product or service from the competition. The ideal means of doing this is to be first to the market with your product or service, although that is no guarantee of continuous success. This may also mean finding an untapped niche, particularly in crowded categories. Particularly interesting I their discussion of line extension, and how it dilutes, rather than strengthens, a company's position in the marketplace. And it is interesting to read how some companies at one time literally owned a particular product category, only to lose it when they tinkered with their concept too much. Education, entertaining, and enlightening, this book is an important addition to anyone interested in marketing library.
Rating:
Summary: A Classic, A Milestone and a Must Read
Review: The twentieth anniversary edition of "Positioning" is uniquely updated without disrupting the original edition. Ries and Trout provide commentary in the margins, rather than rewriting passages in the book. And in those margins, they can sometimes be brutally honest, as they occasionally admit to being wrong on some of their theories. But what you will note as you read this book is that the theories they advanced 20 years ago have largely proved out in the interim. This is a seminal work, a book that should be read by anyone involved in any form of marketing. The current hot trend in marketing-- "branding"-- is in many ways an outgrowth of the theories put forth on "Positioning." Essentially you distinguish your product or service from the competition. The ideal means of doing this is to be first to the market with your product or service, although that is no guarantee of continuous success. This may also mean finding an untapped niche, particularly in crowded categories. Particularly interesting I their discussion of line extension, and how it dilutes, rather than strengthens, a company's position in the marketplace. And it is interesting to read how some companies at one time literally owned a particular product category, only to lose it when they tinkered with their concept too much. Education, entertaining, and enlightening, this book is an important addition to anyone interested in marketing library.
Rating:
Summary: Read it again.
Review: This and "Marketing Warfare" by the same authors are probably the most practical and useful books on marketing ever written. The "positioning" concept is directly applicable to both consumer and industrial market situations. But you'll need to think a bit about the concepts and how to apply them to your particular strategic situation. (Well, of course you will! That's what makes marketing interesting.) I reference these books throughout my marketing courses and seminars. They give students a different perspective and make for interesting discussions. But how could there be only 5 reviews of this excellent book??? Guess it and Warfare are older books ('81 & '86), so most of us read them before Amazon reviews. RECOMMENDATION: Read them again!
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