Ries & Trout

Ries and Trout are marketing experts known for their book "Positioning," which emphasizes the importance of a brand’s unique position in consumers’ minds. They argue that success depends on how well a company can differentiate itself in a crowded marketplace by clearly communicating its distinct advantage. Instead of trying to be everything to everyone, businesses should focus on owning a specific "position"—such as a leadership claim or niche—that resonates with their target audience. Their ideas highlight that perception, not just product features, is key to memorable and effective marketing.