First published way back in 1981, Positioning: The Battle for Your Mind by Al Ries & Jack Trout is one of the few marketing books to have really stood the test of time. In fact, prominent on the must-read lists of famous marketing gurus and university syllabuses alike, it’s often touted as a timeless classic.
This was one of the earliest books to look at the problem of how one makes a brand stand out in a modern world that’s saturated with competitors, and to consumers who have grown skeptical because of media bombardment. It’s a problem that’s more relevant today than ever. From establishing your brand as an industry leader to creating and occupying a new niche entirely, Ries and Trout show that through savvy positioning a brand can still stand out in a crowded marketplace – even wheedle its way into the collective subconscious.
The lessons you’ll take away from this book are no longer innovative or groundbreaking – but they are timeless. So, for anyone looking to master the essentials of marketing 101, this book is a must read. For everyone else, it’s a handbook to return to again and again, and never forget.
