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Title: The New Positioning: The Latest on the World's #1 Business Strategy by Jack Trout, Steve Rivkin ISBN: 0070653283 Publisher: McGraw-Hill Trade Pub. Date: 01 May, 1997 Format: Paperback Volumes: 1 List Price(USD): $12.95 |
Average Customer Rating: 3.17
Rating: 4
Summary: A clear message quickly absorbed
Comment: Some of those who read the original book, Positioning, found this sequel disappointingly short on new information. However, if you have not read the original, this book is worth reading, in part because it applies its own principles to communicate simply and briefly. Case studies are kept short and the central messages delivered efficiently then reinforced. Trout emphasizes the enormous amount of information and number of choices facing people and the consequent need for simplicity of message, and a clear position in the minds of consumers. Trout uniformly dislikes brand line extension, though he does not deal with counter-examples. The first section of the book, Understanding the Mind sets up the cognitive framework for the positioning approach. The second section, Dealing with Change, helps companies reposition themselves in consumers' minds. The third section, The Tricks of the Trade, goes into some specific strategies for penetrating the noise with your signal. There are deeper and newer books on the subject, but the clear message of this quickly-readable book is worth taking in.
Rating: 5
Summary: Highly Recommended!
Comment: You can achieve better brand recognition and sales if you understand how the mind works. Jack Trout (assisted by Steve Rifkin) emphasizes that the human mind is limited, hates confusion and easily loses focus. The authors cite companies that have succeeded in their brand strategy and advertising by following these principles, and a few who failed because they didn't. The book concludes with "tricks of the trade" that you can use. In keeping with these principles, the volume is simply and clearly written, brief, well organized and focused. However, since it was published about four years ago and talks about the beginning of the information age, some of the material already may sound familiar. But if you can ignore that sense of déjà vu, the book offers an excellent summary of the relationship between how the mind works and how best to use product positioning. We [...] recommend this book to marketing mavens with inquiring minds
Rating: 3
Summary: What's "New"?
Comment: For someone who has not read any of the authors' (especially Trout's) other books, this has some value. For that reason, I rate it higher than do many other reviewers. However, it is inferior to the original Positioning (by Ries and Trout) and adds very little (if anything) that is "new" to the concepts and comments provided in that important book. The value of the original is increased substantially when read in combination with other works such as Levitt's The Marketing Imagination and Barker's Paradigms. Because effective positioning is (literally) a moving target, those involved must be both willing and able to modify that positioning in response to rapid, sometimes major changes in the competitive marketplace. That is to say, new positioning may be necessary. The authors of this book already have an excellent title. Now all they need is a text which is worthy of it.
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Title: Positioning: The Battle for Your Mind by Al Ries, Jack Trout ISBN: 0071373586 Publisher: McGraw-Hill Trade Pub. Date: 13 December, 2000 List Price(USD): $10.95 |
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Title: The 22 Immutable Laws of Marketing : Exposed and Explained by the World's Two by Al Ries ISBN: 0887306667 Publisher: HarperBusiness Pub. Date: 1994 List Price(USD): $15.95 |
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Title: Differentiate or Die : Survival in Our Era of Killer Competition by Jack Trout ISBN: 0471357642 Publisher: John Wiley & Sons Pub. Date: 17 March, 2000 List Price(USD): $24.95 |
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Title: Marketing Warfare by Al Ries, Jack Trout ISBN: 0070527261 Publisher: McGraw-Hill Trade Pub. Date: 01 November, 1997 List Price(USD): $12.95 |
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Title: The 22 Immutable Laws of Branding by Al Ries, Laura Ries ISBN: 0060007737 Publisher: HarperCollins Pub. Date: 17 September, 2002 List Price(USD): $18.95 |
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