Positioning
by Al Ries and Jack Trout · Published 1981
Marketing is fundamentally about occupying a distinctive position in the customer's mind rather than simply adding more features to a product.
What works
- Foundational marketing concept.
- Extremely useful for strategy.
- Simple but powerful.
- Excellent for understanding differentiation.
What doesn't
- Examples are dated.
- Framework is narrower than modern brand strategy.
- Doesn't cover product development deeply.
Marketing is fundamentally about occupying a distinctive position in the customer's mind rather than simply adding more features to a product.
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