Positioning: The Battle for your Mind
The Battle For Your Mind by Tout and Reis. Wow, this sounds like something you would learn from a small green creature before being warned about the dangers of anger and it leading to the dark side. It’s actually about how products are positioned in the market place to get share of mind. It is good but full of examples from the 1970’s, which means it isn’t the most practical or current of books, but, even though the product examples are pretty out of date, the fundamental ideas behind the positioning of them hasn’t really changed in the past 20 something years. Even though perms were in when it was being written, the book still holds relevance. Good for positioning strategy. Not so great as a reference on anything that happened after the Vietnam War.