Positioning

Outline

Positioning (1981) introduced one of the most influential ideas in marketing: success depends less on the product itself and more on the place it holds in the customer’s mind. Al Ries and Jack Trout explain how to find an open position, be first in a category, and communicate a simple message in an overcrowded world. With classic brand examples, the book remains essential reading for marketers.

• Success in marketing depends less on the product itself and more on the place it holds in the customer's mind.
• Look for an open position in the customer's mind rather than competing head-on for a spot that is already taken.
• Being first in a category gives a brand a strong advantage in how customers see it.
• In an overcrowded world, a simple, clear message is what gets through to people.
• Positioning, first published in 1981, uses classic brand examples to show these ideas at work.

Al Ries (1926–2022) and Jack Trout (1935–2017) were American marketing strategists who made positioning a core concept in modern marketing. They worked together for many years and co-wrote several bestselling books, including Positioning, Marketing Warfare, and The 22 Immutable Laws of Marketing. Their ideas still shape how companies build and differentiate their brands.