---
product_id: 111250672
title: "Positioning: The Battle for Your Mind, 20th Anniversary Edition"
price: "€ 48.75"
currency: EUR
in_stock: false
reviews_count: 13
url: https://www.desertcart.it/products/111250672-positioning-the-battle-for-your-mind-20th-anniversary-edition
store_origin: IT
region: Italy
---

# Positioning: The Battle for Your Mind, 20th Anniversary Edition

**Price:** € 48.75
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- **What is this?** Positioning: The Battle for Your Mind, 20th Anniversary Edition
- **How much does it cost?** € 48.75 with free shipping
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- **Where can I buy it?** [www.desertcart.it](https://www.desertcart.it/products/111250672-positioning-the-battle-for-your-mind-20th-anniversary-edition)

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## Description

Positioning: The Battle for Your Mind, 20th Anniversary Edition - Kindle edition by Ries, Al, Trout, Jack. Download it once and read it on your Kindle device, PC, phones or tablets. Use features like bookmarks, note taking and highlighting while reading Positioning: The Battle for Your Mind, 20th Anniversary Edition.

Review: An Entrepeneur's Must Read - Buying this book is a no-brainer. If you are an entrepreneur (without a marketing background), as I am, this book will completely change how you position your company, craft your sales message, develop website content, and explain what you do. If you are developing a new product or service it is often hard to communicate the value of your offering: you get so caught up in features that you have a hard time explaining the benefits. Customers could care less about features, the want to know "what will it do for me?" This book sets you down the right path. Simply put, it is THE most important business book I have ever read. If I could only choose one more business book to read for the rest of my life, I would read this one again.
Review: Positioning vs. USP vs. Image Advertising vs. . . . - The cover of my old 1970s book has a picture of a chess board, and this symbol codifies the essence of the positioning concept: How do you differentiate your product from competing products in a way that is attractive to a customer? Positioning was a break from Rossier Reeve's 1950s Unique Selling Proposition, which focuses on benefits of the product itself, and David Ogilvy's 1960s Image Advertising concept, which focuses on allusive images. Years later the concept of Value Propositions gained steam; it measures value as the difference between cost and benefits. Nowadays the more emotional concept of branding is popular, along with the idea of interactive connections with consumers (e.g., think about the value of desertcart book reviews as a differentiator). And for new to-this-world offerings, I've often found it's best to plainly describe what it does. Additionally, many focus on the "Elevator Statement," which is really just a forced simplicity of your positioning statement. The problem with Positioning is that singular product differences are often too small to matter; suspicion about claims is high; the ability of advertising to achieve effective reach and frequency is enormously expensive nowadays; and many products are bought on emotion. Still, positioning can work well if you are first, the unqualified best, the biggest, or the only one in a market. The concept is also useful as a way of thinking about a product and market. The book is written in the manner of advertising, so it's a quick and easy read. There is also a good list of questions to help you focus your position: 1. What position do you own? 2. What position do you want to own? 3. Whom must you outgun? 4: Do you have enough money? 5. Can you stick it out? 6. Do you match your position? The positioning concept is a good contribution to marketing, as are the others mentioned above. It is, however, a bit outdated, and overly muscular. And Al Ries leans on war as a metaphor for marketing. But you could just as easily state that the best marketing is about love. Here are a few related contemporary marketing books to investigate. The ones most specifically aligned with Positioning include Jumpstart Your Business Brain and Relationship Marketing. Primalbranding: Create Zealots for Your Brand, Your Company, and Your Future Relationship Marketing: Successful Strategies For The Age Of The Customer Radical Marketing: From Harvard to Harley, Lessons from Ten That Broke the Rules and Made It Big Jump Start Your Business Brain: Scientific Ideas and Advice That Will Immediately Double Your Business Success Rate

## Technical Specifications

| Specification | Value |
|---------------|-------|
| ASIN  | B0013Y1UHO |
| Accessibility  | Learn more |
| Best Sellers Rank | #692,940 in Kindle Store ( See Top 100 in Kindle Store ) #52 in Advertising (Books) #169 in Marketing (Books) #282 in Advertising (Kindle Store) |
| Customer Reviews | 4.4 4.4 out of 5 stars (536) |
| Edition  | 3rd |
| Enhanced typesetting  | Enabled |
| File size  | 2.5 MB |
| ISBN-13  | 978-0071374613 |
| Language  | English |
| Page Flip  | Enabled |
| Print length  | 273 pages |
| Publication date  | November 20, 2000 |
| Publisher  | McGraw Hill |
| Screen Reader  | Supported |
| Word Wise  | Enabled |
| X-Ray  | Not Enabled |

## Images

![Positioning: The Battle for Your Mind, 20th Anniversary Edition - Image 1](https://m.media-amazon.com/images/I/71UzQPl6fLL.jpg)

## Customer Reviews

### ⭐⭐⭐⭐⭐ An Entrepeneur's Must Read
*by A***R on March 13, 2007*

Buying this book is a no-brainer. If you are an entrepreneur (without a marketing background), as I am, this book will completely change how you position your company, craft your sales message, develop website content, and explain what you do. If you are developing a new product or service it is often hard to communicate the value of your offering: you get so caught up in features that you have a hard time explaining the benefits. Customers could care less about features, the want to know "what will it do for me?" This book sets you down the right path. Simply put, it is THE most important business book I have ever read. If I could only choose one more business book to read for the rest of my life, I would read this one again.

### ⭐⭐⭐⭐ Positioning vs. USP vs. Image Advertising vs. . . .
*by D***E on February 8, 2009*

The cover of my old 1970s book has a picture of a chess board, and this symbol codifies the essence of the positioning concept: How do you differentiate your product from competing products in a way that is attractive to a customer? Positioning was a break from Rossier Reeve's 1950s Unique Selling Proposition, which focuses on benefits of the product itself, and David Ogilvy's 1960s Image Advertising concept, which focuses on allusive images. Years later the concept of Value Propositions gained steam; it measures value as the difference between cost and benefits. Nowadays the more emotional concept of branding is popular, along with the idea of interactive connections with consumers (e.g., think about the value of Amazon book reviews as a differentiator). And for new to-this-world offerings, I've often found it's best to plainly describe what it does. Additionally, many focus on the "Elevator Statement," which is really just a forced simplicity of your positioning statement. The problem with Positioning is that singular product differences are often too small to matter; suspicion about claims is high; the ability of advertising to achieve effective reach and frequency is enormously expensive nowadays; and many products are bought on emotion. Still, positioning can work well if you are first, the unqualified best, the biggest, or the only one in a market. The concept is also useful as a way of thinking about a product and market. The book is written in the manner of advertising, so it's a quick and easy read. There is also a good list of questions to help you focus your position: 1. What position do you own? 2. What position do you want to own? 3. Whom must you outgun? 4: Do you have enough money? 5. Can you stick it out? 6. Do you match your position? The positioning concept is a good contribution to marketing, as are the others mentioned above. It is, however, a bit outdated, and overly muscular. And Al Ries leans on war as a metaphor for marketing. But you could just as easily state that the best marketing is about love. Here are a few related contemporary marketing books to investigate. The ones most specifically aligned with Positioning include Jumpstart Your Business Brain and Relationship Marketing. Primalbranding: Create Zealots for Your Brand, Your Company, and Your Future Relationship Marketing: Successful Strategies For The Age Of The Customer Radical Marketing: From Harvard to Harley, Lessons from Ten That Broke the Rules and Made It Big Jump Start Your Business Brain: Scientific Ideas and Advice That Will Immediately Double Your Business Success Rate

### ⭐⭐⭐⭐⭐ A Major conceptual contribution to Marketing and Advertising.
*by J***S on May 1, 2013*

Positioning is part of the evolution in concepts used by Advertising and Marketing. Some authors and practitioners like Claude Hopkins, Rosser Reeves, David Ogilvy have made fundamental contributions to the development of Advertising. I have an impression that Positioning is also the latest great contribution in the history of Advertising. After this book, marketing authors have rediscovered old concepts with other words again and again... (If someone identifies a new fundamental concept introduced later please post your comment on this review!). This book is a must read, for the ideas in it and the pleasure to read it. The importance of "Positioning" had a great example just recently in American Business history. Steve Jobs was a master of positioning, he did it to Apple and Pixar in a spectacular way. Each new product he unveiled to the public he would position it in a very particular way creating a marketing impact second to none. What is most strange is that, the Authors of Positioning kept repeating themselves in several books, committing the same sin that they criticized on others, line extension!

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*Product available on Desertcart Italy*
*Store origin: IT*
*Last updated: 2026-03-10*