Al Ries on nearly 30 years of working with his ex-partner and friend Jack Trout, his co-author on 'Positioning: The Battle for Your Mind.' Al Ries on nearly 30 years of working with his ex-partner. 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.

The whole book can be boiled down to 2 key ideas: - The brand that gets in the mind of the consumer first wins. Who makes the best soda? The best small cars? VW with its Beetle! The best round chips? Tip: Find a narrow niche and hold it tight! - Line extension is bad (Xerox producing computers in bad, Chevrolet making small cars is bad, even Pantene producing body foam is bad).

Tip to companies: Never stray from the business where you are the leader! I read the updated edition of The whole book can be boiled down to 2 key ideas: - The brand that gets in the mind of the consumer first wins. Who makes the best soda? The best small cars?

VW with its Beetle! The best round chips? Tip: Find a narrow niche and hold it tight! - Line extension is bad (Xerox producing computers in bad, Chevrolet making small cars is bad, even Pantene producing body foam is bad). Tip to companies: Never stray from the business where you are the leader! I read the updated edition of the book that was originally published in the ate 70's. It is fun to read the comments of the authors like: '30 years ago we thought that Time was an awful name for the news magazine, but now we think that it is better than the generic name Newsweek.'

Koontz died at age 75 on February 11, 1984, after suffering from arthritis. Koontz was awarded the Mead Johnson award in 1962; the USAF Air Force University award in 1971; the award in 1974; and the Fort Findlay award in 1975. Harold koontz heinz weihrich essentials of management pdf download. In 1950 he was appointed professor of business management at the University of California, Los Angeles, where in 1962 he became Mead Johnson professor of management.

- it shows that everything is relative in the world of advertising. This book tells how to establish a position for your products and company in the minds of prospects. The authors say that the essence of positioning is to make your brand name stand for the generic (e.g., Kleenex). I like the advice to start with the position you already have (what you’re already known for), and work to improve from there.

It’s mostly applicable to large companies with large advertising budgets, but most principles can apply to smaller businesses. It’s mostly applicable to product This book tells how to establish a position for your products and company in the minds of prospects.

The authors say that the essence of positioning is to make your brand name stand for the generic (e.g., Kleenex). I like the advice to start with the position you already have (what you’re already known for), and work to improve from there. It’s mostly applicable to large companies with large advertising budgets, but most principles can apply to smaller businesses. It’s mostly applicable to products, not services, but most lessons can apply to services. I read this to learn more about positioning. I read it because it was recommended by a local restaurateur. I’ve also seen it on lists of marketing books.

Below are my notes. Pricing “Charging high prices is not the way to get rich. Being the first to (1) establish the high price position (2) with a valid product story (3) in a category where consumers are receptive to a high-priced brand is the secret of success.” “The place to establish the high price is in the ads, not in the store. The price (high or low) is as much a feature of the product as anything else.” “There should be no surprises in the store. Your ads don’t have to quote exact prices, although sometimes that’s a good thing to do. What they should do, however, is to clearly position your brand in a particular price category.” The Power of the Name A name should begin the positioning process by telling the product’s major benefit.

For example, Head & Shoulders Shampoo, or DieHard batteries. But the name shouldn’t be so close to the product itself to become generic. It should be strong, generic-like, and descriptive.