This chapter will consider why brand positioning is foundational to effective marketing, and discuss how positioning is changing for a new era
There’s only one place to start.
Al Ries and Jack Trout are the geniuses who innovated the concept of market positioning more than 60 years ago. Here’s the famous summation that some say birthed the entire field:
Positioning is not what you do to a product. Positioning is what you do to the mind of the prospect. That is, you position (place) the product in the mind of the potential buyer. [1]
This book builds on that remarkable idea. It also incorporates a wealth of related concepts developed by countless marketing experts in the decades since.
Yet surprisingly, after all ...
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