Positioning is the first book to tackle the issues of communicating to a skeptical, media-blitzed public. It describes a revolutionary approach to creating a "position" in a prospective customer's mind—one that reflects a company's own strengths and weaknesses, as well as those of its competitors.

Written in their trademark witty, fast-paced style, advertising gurus Ries and Trout explain how to:

• Make and position an industry leader so that its name and message embed themselves into the collective subconscious of your market—and stay there.
• Position a follower to occupy a niche not claimed by the leader.
• Avoid letting a second product ride on the coattails of an established one.

Positioning also shows you how to:

• Use leading ad agency techniques to capture the biggest market share and become a household name.
• Build your strategy around your competition's weaknesses.
• Reposition a strong competitor and create a weak spot.
• Use your present position to its best advantage.
• Choose the best name for your product.
• Determine when—and why—less is more.
• Analyze recent trends that affect your positioning.

Ries and Trout provide many valuable case histories and penetrating analyses of some of the most phenomenal successes and failures in advertising history. Revised to reflect significant developments in the five years since its original publication, Positioning is required reading for anyone in business today.