"Positioning: The Battle for Your Mind" (book)

"Positioning: The Battle for Your Mind" by Al Ries and Jack Trout is a marketing classic that explains how brands and products can stand out in consumers’ minds. It emphasizes that successful marketing isn’t just about features or slogans but about creating a unique mental space—an image or perception—that differentiates a brand from competitors. By carefully choosing how to position themselves, companies can influence purchasing decisions, build strong brand recognition, and avoid getting lost in the crowded marketplace. The core idea is that effective positioning is about shaping perceptions to make your brand the preferred choice.