One of the true pioneers of what is referred to in marketing as “positioning” is Al Ries. Al Ries and Jack Trout wrote the groundbreaking book, “Positioning, The Battle for Your Mind“. It is probably the most influential book on advertising ever written. That statement is on the cover of their 20th anniversary edition of their book. I really doubt anyone who knows much about marketing or advertising would dispute it.
My favorite book by Ries and Trout is “The 22 Immutable Laws of Marketing“. I believe anyone who is going to spend any money advertising would benefit from reading and understanding that book.
Here is a post I ran across today by Al Ries – that drives the point of one of those immutable laws home – that I thought was so good I wanted to pass it along.
Brian Brady says:
What icebergs are melting in our world, Russell?
October 10, 2007 — 12:28 am
derherold says:
I´m from germany and I have one question: what ist the main difference in “meaning” of the brands C21, Coldwell Banker and ERA ?
Following the immutable laws of branding: If I were Realogy I would have sold C21 or ERA and would have bought Redfin ….okay, beat me! 😉
October 10, 2007 — 3:38 am
Jeff Brown says:
Russ – I’ve been reading Ries & Trout for almost 10 years. They’re in a class by themselves, I agree.
October 10, 2007 — 5:52 am
Mike Price says:
Ditto to Jeff’s comment. I count Positioning among a small percentage of tomes on marketing that really matter. RS, thanks for reminding me of this classic, I just might take out my old dog eared copy and read it again!
MP
October 10, 2007 — 12:38 pm