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Al Ries and Jack Trout: Positioning: The Battle for Your Mind (McGraw-Hill). Ries
Ash Maurya • Running Lean: Iterate from Plan A to a Plan That Works (Lean (O'Reilly))
ompanies are focused on building products rather than brands. A product is something made in a factory. A brand is something made in the mind. To be successful today, you have to build brands, not products. And you build brands by using positioning strategies, starting with a good name.
Al Ries • Positioning: The Battle for Your Mind
The 22 Immutable Laws of Branding: How to Build a Product or Service into a World-Class Brand
amazon.com
Positioning by Jack Trout and Al Ries is one of the most important marketing books ever.
Seth Godin • All Marketers are Liars: The Underground Classic That Explains How Marketing Really Works--and Why Authenticity Is the Best Marketing of All
The essence of positioning is sacrifice. You must be willing to give up something in order to establish that unique position.
Jack Trout • Positioning: The Battle for Your Mind
Marketing is a battle of perceptions, not products