Can you please tell me about the history of Positioning?

Younger marketers probably don’t know that the concept of brand positioning was introduced by Jack Trout and Al Ries through a series of three articles in "Advertising Age" in the early 1970s.

This groundbreaking idea later evolved into a comprehensive book titled "Positioning: The Battle for Your Mind," which was published in 1981. Knowing this historical context is crucial for any marketer because it underscores the origins of a concept that has become foundational in the field of marketing and brand strategy. Understanding the evolution from the initial articles to the book allows marketers to appreciate the depth and development of positioning theory over time.

I always advocate reading the original articles. As a follow up read the subsequent book, as it is essential for marketers. It offers insights into the strategic thinking behind brand positioning, which goes beyond mere advertising to the core of how a brand is perceived in the minds of consumers. It's an invaluable lesson in how simple, clear concepts can transform industries and guide the strategic direction of brands for decades. Familiarity with these materials not only enriches a marketer's strategic toolkit but also connects them with the seminal thinking that continues to influence modern marketing practices.

Now do you know?

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