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

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.
The mind is limited: In an "over-communicated society," the mind can only hold a few brands per category. Simplicity wins.
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."
Own a word: Successful positioning means associating your brand with a specific word. Volvo owns "safety." FedEx owns "overnight." Crest owns "cavities."