Positioning: The Battle for Your MindMcGraw-Hill, 1986 - 213 pagine This business classic deals with the problems of communicating to a skeptical, media-blitzed public. |
Dall'interno del libro
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Pagina 25
... beer advertising , for example . In the past a beer copy- writer looked closely at the product to find a copy platform . And he or she found product features like " real - draft ” Piels and " cold - brewed " Ballantine . And even ...
... beer advertising , for example . In the past a beer copy- writer looked closely at the product to find a copy platform . And he or she found product features like " real - draft ” Piels and " cold - brewed " Ballantine . And even ...
Pagina 26
... beer ? No , of course not . But Michelob was the first to build the position in the beer - drinker's mind . What Miller discovered Notice how the poetry in the old Schlitz beer slogan hides the positioning . " Real gusto in a great ...
... beer ? No , of course not . But Michelob was the first to build the position in the beer - drinker's mind . What Miller discovered Notice how the poetry in the old Schlitz beer slogan hides the positioning . " Real gusto in a great ...
Pagina 27
... beer that's the most popular in America . Now taste the German beer that's the most popular in Germany . " This is how Beck's beer effectively positioned itself against Lowenbrau . Advertising like this made Beck's beer popular in ...
... beer that's the most popular in America . Now taste the German beer that's the most popular in Germany . " This is how Beck's beer effectively positioned itself against Lowenbrau . Advertising like this made Beck's beer popular in ...
Sommario
Introduction | 1 |
Getting Into the Mind | 19 |
example most people put Hertz on the top rung Avis on the sec | 29 |
Copyright | |
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airline Alka-Seltzer asked aspirin AT&T automobile average Avis Bayer beer Belgium better brand name Cadillac called candy bar Caribbean Chase Manhattan Chevrolet Church Citibank cities Coca-Cola cola communication competition competitors concept consumer copier corn corporate course creneau Cutty Dial Duracell established European American example Fiberglas Ford going happen Hertz house name idea industry initials Jamaica JCPenney Kleenex Kodak Kraft laser leader leading brand line extension Long Island Trust look magazine Mailgram margarine me-too Michelob Milk Duds million Motors outsells overcommunicated society percent person positioning strategy problem Procter & Gamble prospect prospect's mind repositioning Sabena Sara Lee selling Stolichnaya Stowe success television There's things tion trap Tylenol U.S. Virgin Islands United Jersey Vatican II Volkswagen Western Union What's the name words Xerox York