Positioning: The Battle for Your Mind
"One of the most important communication books I've ever read. I highly recommend it!"
"...Ries and Trout taught me everything I know about branding, marketing, and product management. When I had the idea of creating a very large thematic community on the Web, I first thought of Positioning...."
The first book to deal with the problems of communicating to a skeptical, media-blitzed public, Positioning describes a revolutionary approach to creating a "position" in a prospective customer's mind-one that reflects a company's own strengths and weaknesses as well as those of its competitors. Writing in their trademark witty, fast-paced style, advertising gurus Ries and Trout explain how to:
Positioning also shows you how to:
Ries and Trout provide many valuable case histories and penetrating analyses of some of the most phenomenal successes and failures in advertising history. Revised to reflect significant developments in the five years since its original publication, Positioning is required reading for anyone in business today.
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When virtually all advertising was in newspapers and magazines, Pn'nter's Ink
was a good name for a magazine directed to the advertising field. But today radio
and television are just as important as print. So Printer's Ink is dead and ...
Standard Oil, U.S. Steel, U.S. Rubber, United Airlines, Pennsylvania Railroad.
But technological progress created opportunities. So companies started
branching into new fields. Enter the conglomerate. The company that specializes
in nothing ...
Sara Lee tried to get into the frozen dinner field with products like Sara Lee
Chicken 8c Noodles Au Gratin and Sara Lee Beef 8c Pepper Stew. Sara Lee
owns the dessert position. Nobody doesn't like ' Sara Lee, but there were a lot of
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Chapter 1 What Positioning Is All About
Chapter 2 The Assault on the Mind
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