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Positioning: The Battle For Your Mind is a business classic and provides readers expert, time-tested advice on advertising and branding. Summary Of The Book Positioning: The Battle For Your Mind reveals an important business strategy called positioning. It teaches readers how to place a product in a manner that allows the brand name to have a lasting impact on a potential consumer's mind. The book is filled with actual examples of advertising campaigns and how this strategy has worked. The authors have made an in-depth study into the successes and failures of ad campaigns over the years. This book even features the authors' commentary. It states that marketing should be undertaken in a manner that allows the comparison of a particular brand’s strengths with a competing brand’s weaknesses, as they vie for space in the consumer's mind. Some of the chapters in this book include The Assault on the Mind, Those Little Ladders in Your Head, Repositioning the Competition, The Power of the Name, and Six Steps to Success. This book provides the techniques of retaining a brand in the consumer's mind, especially in an age where there is an overload of information and a plethora of options. It uses the concepts of leader and follower, while placing brands. Positioning: The Battle For Your Mind is a bestseller that industry professionals swear by. Front runners in the industry like David Bohnett and ­Spencer Johnson have claimed to be deeply impacted by this book. About The Authors Al Ries is a writer and a marketing expert. He has written Focus, 22 Immutable Laws of Branding, and War in the Boardroom. He acquired a degree in liberal arts from DePauw University. He then started his career in the advertising department of a company. He is currently the Chairman of Ries & Ries, a consulting firm. Ries boasts a reputable list of clientele including Apple Inc., AT&T, Intel, Frito-Lay, IBM, and Xerox. Jack Trout is the founder of Trout and Partners and is credited with inventing the marketing warfare theory. He has penned The 22 Immutable Laws of Marketing, Repositioning: Marketing in an Era of Competition, Change, and Crisis, and A Genie's Wisdom: A Fable of How a CEO Learned to Be a Marketing Genius. He began his career with General Electric, and was employed in their advertising department. He then had a long stint with Al Ries. His company, Trout and Partners, provides international marketing strategies to an impressive string of clients. He is also credited with Papa John's famous slogan, 'better ingredients, better pizza'.