The seminal classic on the subject. Ries and Trout use real world examples to prove their theory of how companies who try to defy the laws of positioning end up in a world of hurt.

In a similar way that Marty Neumeier says "Your 'brand' is what OTHER people say about your product/company, not what YOU say" ... Positioning is the 'pigeon hole' where a consumer puts your product or service. You can spend millions of dollars advertising to try and convince them you should be in a *different* pigeon hole, but your almost certain to fail.

Example; Xerox made millions selling photocopiers and lost millions trying to sell computers. Likewise IBM made billions selling computers and lost millions trying to sell photocopiers. In the consumers minds Xerox is a photocopy company and IBM is a computer company. Brand extension is a very tricky business ....

If you own, or run, a business this book is an absolute must read.