The Positioning Era Cometh
In 1972, the first in a series of articles was published in Advertising Age on the concept of Positioning developed by Al Ries and Jack Trout.
You can read all of the articles on our website which were first distributed in an orange booklet before becoming the basis for the classic Positioning: The Battle for Your Mind book that was published in 1981.
READ THE ORIGINAL POSITIONING ARTICLES NOW
I think you will find the principles of positioning are just as valid today as they were in 1972.