Positioning The Battle for Your Mind Al Ries and Jack Trout

In Positioning, advertising consultants Al Ries and Jack Trout explore the concept of positioning—a strategy of framing your product, service, company, or self against your competitors and within your market. They examine not only how you can use positioning for your organization, but also how you can use it to achieve your personal career goals.In this guide, we’ll look at what Ries and Trout mean by "positioning," compare it to how others have defined the concept, and explore strategies and techniques you can use in a positioning campaign. We’ll also touch on a few positioning strategies that Ries and Trout caution against. Throughout, we’ll discuss ways that other marketing professionals have interpreted the strategy that expand on and amplify Ries and Trout’s insights.