Positioning: The Battle for Your Mind (by Al Ries and Jack Trout)

"Positioning: The Battle for Your Mind" by Al Ries and Jack Trout explains how businesses can effectively establish their product's identity in consumers' minds. Instead of just focusing on features, companies need to create a unique mental space—like a specific idea or attribute—that differentiates their brand from competitors. This strategic approach involves understanding what consumers already associate with a category and then positioning your product to occupy a distinct, memorable niche. Essentially, success depends on how well a brand can "own" a specific position in the consumer's mind amidst competitive noise.