Positioning. The battle for your mind

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? Coke! The best small cars? VW with its Beetle! The best round chips? Pringles! Tip: Find a narrow niche and hold it tight! - Line extension is bad (Xerox producing Leggi tutto

Its old, but its a classic. I was told it's part of the curriculum for Harvard Business school. If you are creating a product or a brand, this is a MUST READ. Biggest takeaway: you want to create a new category and dominate it. So don't be the 7th biggest social network, be the #1 book recommendatio Leggi tutto

This is a good book in need of an update. I read it for a grad school class and while it was interesting in parts, it was very much undergraduate level (Marketing 101) information. The biggest issue I had with it is that every example is out of date. He mentions companies that have now closed down a Leggi tutto

This book feels like it was composed via cell phone text messages. Many of the paragraphs are a single sentence. The main idea is that you cannot make in-roads in an existing market by attacking the top dog. The top dog, the market leader, will beat you every time. Instead, the authors argue that you Leggi tutto

Крутейшая книга по позиционированию продукта. Очень жалею, раньше ее не прочитал.

این حجم از بصیرت‌های انتزاعی در کتابی کاربردی درباره‌ی بازاریابی و برندینگ حقیقتاً کم‌سابقه و چشم‌گیر است. کتاب، به ویژه در چند فصل ابتدایی، مملو از ایده‌های صریح و کوبنده درباره‌ی جایگاه‌یابی و بازاریابی است و نویسندگان کوچک‌ترین تعارفی در بیان و صدور احکامی که به نظرشان می‌رسد ندارند. ال ریس یک اید Leggi tutto

I don't read books about marketing. Ever. It was pretty interesting though, since the trends he describes can definitely be observed in action. However, Ries raised a lot of red flags with how certain he sounded about his assessments. He says things like, "a better name for product X? *name he just c Leggi tutto

It was good. Then the last chapter came in, and made it a must read 🤩🤩

One of the classics in marketing. I believe it’s a concept that should be known by every marketer.