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"One of the most important communication books I've ever read. I highly recommend it!" ―Spencer Johnson, author of Who Moved My Cheese? and co-author of The One Minute Manager"Ries and Trout taught me everything I know about branding, marketing, and product management. When I had the idea of creating a very large thematic community on the Web, I first thought of Positioning…" ―David Bohnett, Chairman and Founder of GeoCitiesThe first book to deal with the problems of communicating to a skeptical, media-blitzed public, Positioning describes a revolutionary approach to creating a "position" in a prospective customer's mind―one that reflects a company's own strengths and weaknesses as well as those of its competitors. Writing in their trademark witty, fast-paced style, advertising gurus Ries and Trout explain how to: make and position an industry leader so that its name and message wheedles its way into the collective subconscious of your market―and stays there; position a follo
