article thumbnail

Ries & Trout Were Wrong: Brand Extensions Work

Harvard Business Review

I am deeply indebted to Al Ries and Jack Trout for advancing branding with their classic book, Positioning: The Battle for Your Mind , in which they introduce the concept of positioning, defined as the brand perception residing in a person's mind. It is an excellent book in many ways and still relevant.

Trout 13
article thumbnail

Trust – the key to success

Lead on Purpose

I had listened to a podcast and read positive reviews about the book, so I was happy to receive a copy. I say “receive&# because a friend of mine gave me the book with a personalized autograph from the author. As I began reading them it didn’t take me long to realize the power of this book. Trust is the glue.

Insiders

Sign Up for our Newsletter

This site is protected by reCAPTCHA and the Google Privacy Policy and Terms of Service apply.

article thumbnail

19 Key Leadership Competencies & Behaviors from 29 Top Experts

Miles Anthony Smith

It’s why I wrote my book Why Leadership Sucks™ … to highlight the fact that servant leadership is the best way to go. What is the number #1 book you recommend for learning how to become a better leader (boss/manager or leading self)? Compassion is a much more positive and useful trait than empathy.

article thumbnail

Let Them See You as Human

Persuasive Powerhouse

It’s hard for us normal folk to imagine how disconnected those in positions of power and privilege can be from what we experience, but it it all too common. Turns out he was just a normal guy who loves trout fishing. That story made the rounds for several months and damaged that exec’s reputation.

Blog 172
article thumbnail

Don’t Take Work Stress Home with You

Harvard Business Review

If that’s not feasible for your position, designate a few hours each day for home life only — an hour during dinner or bedtime with the kids — when you can eliminate distractions and focus on family. So leave your work at the office. If you work at home, don’t bring your laptop to bed or use it on your couch.

Stress 8
article thumbnail

Marketing Needs a New Metaphor

Harvard Business Review

In their seminal book, Metaphors We Live By , George Lakoff and Mark Johnson revealed the ability of ordinary language through metaphor to shape our reality. One does not have to look any further than Al Ries and Jack Trout's bestseller, Positioning: The Battle for Your Mind. I'm really not to blame for viewing marketing as war.

article thumbnail

Build Your Brand as a Relationship

Harvard Business Review

Al Ries and Jack Trout capture the essence of this model in their classic book Positioning: The Battle for Your Mind. .” In this view, a brand is something applied to what you make. In the next wave, a brand shifted from a feature to a perception, from an object to an idea.

Brand 8