"Positioning" was chosen by Advertising Age as one of the 75 most important moments of the last 75 years.

The concept that sparked a revolution. Before the launch of "positioning" by Al Ries and Jack Trout, advertising was viewed as "communications." You studied your product or service and then decided which ideas or concepts your advertising should try to communicate to your prospects. But in today's overcommunicated society, that approach no longer works. There are just too many products, too many companies, too much marketing noise.

Start with the prospect. Positioning turned the process upside down. Instead of starting with the product, you start with the prospect. You ask yourself what open hole exists in the minds of prospects. And then you try to fill that hole with your brand. If there are no open holes, then you need to reposition the brand that already occupies a position