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Top Five Go-To Books Related to Marketing - Book Number One

Marketing Moments
September 9, 2015 5:00 PM

Sales and MarketingBook Number One: Positioning The Battle for your Mind – Al Ries & Jack Trout

  • To many, it is considered to be the Bible on marketing strategy – the most influential ad book ever written.
  • Shook up marketing world when it first came out decades ago…still relevant.
  • I read once a year to keep me grounded and on track because it keeps me looking at the world from the consumer’s point of mind, not mine.
  • New approach to communication.
  • Def: Positioning is not what you do to a product or service.  It is what you do to the mind of the consumer/prospective consumer.
  • Also, first to school of thought that came to grip with getting heard in an increasingly over communicated society.
  • Basic premise is not to create something new and different, but to manipulate what is already up there in the mind. To retie the connections that already exist. (Velcro marketing)
  • An analogy: Ladders (category) with uprights and rungs (competitive brands) and how they rank in the consumers mind.

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Marketing Moments, hosted by Dr. Bonnie Knutson. With her wit and entertaining style, Bonnie, a frequent speaker at business and association meetings takes her perspective and brings it to our broadcast platform. She shares decades of knowledge and brand awareness, and gives us all a new lens on marketing for business.

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