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In 2001, Positioning was lauded as “the concept that has the greatest impact on American marketing” by American Marketing Association. In 2009, Positioning was awarded the first place in The Best Marketing Classic by Advertising Age. Some people say that, if you only read one marketing book in your life, then “Positioning” should be your first choice.
Why does the concept of “Positioning” have such a big impact on marketers? Before 1960s and 1970s, people’s understanding on branding was basically equivalent to advertising the product’s advantages. Businesses tell marketers about the advantages of their products, while the advertising companies find some ways to advertise these advantages. For such a traditional marketing idea, the most important battlefields are in the product department, factory and workshop.
But the authors of Positioning say that they are all wrong! If the battlefield of marketing is placed on the product features, it is just like "a wrong war, at the wrong place, at the wrong time". Because the real battlefield of marketing is not in the products, but in the customers’ minds! What we are fighting for is not to advertise the highlights of the products, but to find out the highlights that your customers can remember! As such, the emergence of the positioning concept was like a wake up call that let everyone rethink, “what is the right marketing?”
Unfortunately, on June 5, 2017, one of the authors of Positioning, Jack Trout, died of illness in the United States. On that day, one of America’s most important business magazines, Advertising Age, published a special article in commemoration of Jack Trout, the legendary figure in marketing. But the "positioning" theory has been continuously studied and practiced.The two authors have used the positioning theory to serve some of the Fortune Global 500 companies, such as GM, IBM, Microsoft, Procter & Gamble, Burger King, and Citibank.
