brand-positioning-theory

# Brand positioning theory framework Quick reference for positioning a brand using methodologies from Al Ries, Jack Trout, and Marty Neumeier. > "Marketing is not a battle of products, it's a battle of perceptions." — Al Ries & Jack Trout > "When everybody zigs, zag." — Marty Neumeier --- ## Ries & Trout's 5 core principles 1. **Positioning happens in the mind**: You don't position products; you position perceptions. The only reality that counts is what's already in the prospect's mind. 2. **The mind is limited**: In an "over-communicated society," the mind can only hold a few brands per category. Simplicity wins. 3. **First is powerful**: Being first to get into the prospect's mind is more vital than having a superior product. "It's better to be first than it is to be better." 4. **Own a word**: Successful positioning means associating your brand with a specific word. Volvo owns "safety." FedEx owns "overnight." Crest owns "cavities." 5. **Find the hole (Cherchez le Creneau)**: Look for an unoccupied position in the marketplace. "To find a creneau, you must have the ability to think in reverse, to go against the grain." --- ## The 22 Immutable Laws of Marketing | # | Law | Core Principle | |---|-----|----------------| | 1 | **Leadership** | Better to be first than to be better | | 2 | **Category** | If you can't be first, create a new category you can be first in | | 3 | **Mind** | Being first in the mind trumps being first in the marketplace | | 4 | **Perceptio...