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Positioning

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

By Al Ries and Jack Trout
12-minute read
Audio available
Positioning: The Battle for your Mind: How to be seen and heard in the overcrowded marketplace by Al Ries and Jack Trout

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.

  • 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

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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Positioning

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

By Al Ries and Jack Trout
  • Read in 12 minutes
  • Audio & text available
  • Contains 7 key ideas
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Positioning: The Battle for your Mind: How to be seen and heard in the overcrowded marketplace by Al Ries and Jack Trout
Synopsis

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.

Key idea 1 of 7

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.

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