âĒ Make and position an industry leader so that its name and message wheedles its way into the collective subconscious of your market-and stays there
âĒ Position a follower so that it can occupy a niche not claimed by the leader
âĒ Avoid letting a second product ride on the coattails of an established one.
Positioning also shows you how to:
âĒ Use leading ad agency techniques to capture the biggest market share and become a household name
âĒ Build your strategy around your competition's weaknesses
âĒ Reposition a strong competitor and create a weak spot
âĒ Use your present position to its best advantage
âĒ Choose the best name for your product
âĒ Determine when-and why-less is more
âĒ Analyze recent trends that affect your positioning.
Ries and Trout provide many valuable case histories and penetrating analyses of some of the most phenomenal successes and failures in advertising history. Revised to reflect significant developments in the five years since its original publication, Positioning is required reading for anyone in business today.
Al Ries is Chairman of Ries & Ries, Focusing Consultants. Jack Trout is Chairman of Trout & Partners. Al Ries and Jack Trout are undoubtedly the world's best-known marketing strategists.