Positioning Buchzusammenfassung - das Wichtigste aus Positioning

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Zusammenfassung von Positioning

Name: Positioning
Rating: 4.1 (125 reviews)
Author: Al Ries and Jack Trout

Al Ries and Jack Trout

The Battle for your Mind: How to be seen and heard in the overcrowded marketplace

4.1 (125 Bewertungen)

12 Min.

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Branding Marketing Growth Hacking

Inhaltsübersicht

Positioning
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What’s in it for me? Find out how to create a successful brand for your startup or employer.

Have you ever wondered how brands like Apple or Coca-Cola got so extraordinarily successful? Or how Burger King thrived in the fast-food market even after McDonalds had already established a fast-food empire?

In this book, you’ll learn about the power of marketing and how to create a successful brand, even if customers are skeptical and resistant to new products and changes in marketing.

In these blinks, you’ll discover

how to get into the mind of unwilling and skeptical customers,
why market leaders sometimes lose their position to competitors,
what positioning is and how to successfully position your product in the market and
the different traps in marketing and how to avoid them.

Note: This book was originally published in 1982; the following blinks refer to the latest version published in 2001.

We’re so overwhelmed with information that our brains filter out most brands we encounter.

Due to the increased prevalence of media and advertisements, we’re constantly overloaded with information, leading us to filter and block out most information we encounter.

The reality is that we’re exposed to an over-communication of information.

Consider that, since the rise of the media, the exposure of US citizens to marketing and advertising has increased exponentially. The United States consumes 57 percent of the world’s advertising and the average US family watches around 7.5 hours of television daily, meaning they see countless ads every day.

In fact, even before we leave the house, we’re bombarded with over a thousand words on the backs of cereal boxes telling us about what we’re eating.

It’s no surprise that this barrage of information and advertising needs to be filtered somehow. So, as a way to cope with all this, we automatically rank brands and products and place them on a metaphorical ladder in our mind.

What does that mean? Well, the brand with the most effective marketing strategy takes the top spot on our ladder, making us want to buy only from them. We relegate all other brands to the lower rungs, meaning that we’re unlikely to spend money on their products.

Two brands that have been highly successful in taking our top spots in their field are the mobile phone operating systems Android and iOS. They were so good at marketing that most of us are familiar with only these two operating systems. As a result, Android and iOS together make up almost the entire mobile operating system market.

So what can we take away from all this?

Well, if you want to be noticed in what has become an overcrowded marketplace, your strategy needs to stand out against all other advertisers. Otherwise customers will simply forget about your product.

Be the first fish in the pond!

If your concept is the first in the customers’ minds, they will most likely adopt it. For instance, Coca Cola was promoted as the most successful soft drink in the market and has stayed in that position for decades.

Our tendency is to always remember what we see or hear first in a category, while additional products in the same category are harder to recall.

To successfully position your product, you need a memorable, trendy marketing approach.

So you created a product you want to sell. Now how do you get people to remember it? The key is knowing your market and finding a marketing angle that sticks.

First of all, to determine the most effective positioning for your product, you need to think about the current market trends.

If you can’t be first, find a niche or use your competition.

Ideally, you want your product to be the first in the marketplace. However, if someone else has already beat you to it, you’ll need to know how to successfully market a follow-up product. This isn’t easy, but it’s possible.

If your product is a follower of an established brand, it will have to fight to be recognized. Even if your product is better, customers will still not trust secondary products.

Don’t ride on the coattails of well-known brands, whether it’s your own or your competitors’.

When a brand becomes hugely successful, it’s tempting to cash in on it by marketing something similar, or “taking a free ride.” But although this seems like an easy way to get noticed, it doesn’t mean that customers will automatically trust your product.

Long-time market leader Coca-Cola tried this by introducing Mr. Pibb, a follow-up product of a rival company’s Dr. Pepper, and failed miserably. Even Coke’s position as a leader in soft drink products couldn’t make Mr. Pibb successful.

Your name must be understandable and memorable.

It goes without saying that your brand name should be impactful and memorable, as this will be the name your customers hang on their metaphorical product ladder. But what exactly makes a good brand name?

An old strategy was to choose a fancy, uncommon word for your brand name, like the young men’s magazine Esquire did.

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Worum geht es in Positioning?

Positioning has become one of the most renowned, best-selling books about marketing strategies in the last few decades. It describes a revolutionary marketing concept developed by the authors in the 1970s after it became clear that classic advertising was no longer effective due to an increase in media and competition. Positioning focuses on how to position your product in the market to become an industry leader.

Bestes Zitat aus Positioning

As a nation we have fallen in love with the concept of communication. We dont always appreciate the damage being done by our over-communicated society.

—Al Ries and Jack Trout

Wer Positioning lesen sollte

Anyone who wants to read one of the most influential books on marketing
Anyone who wants to create and market a product successfully
Anyone interested in the function of modern advertising and how it’s portrayed to the customer

Über den Autor

Al Ries and Jack Trout are the co-founders of the marketing company Trout & Partners. Together they coined the term “positioning” as a way to utilize a position in the marketplace to sell a product. Ries first worked in advertising at General Motors and has published multiple books including The 22 Immutable Laws of Branding. Trout and Ries also co-wrote the marketing classic Marketing Warfare.

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