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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Finding what the NASA people in Houston call a window in space. Positioning is
an organized system for finding a window in the mind. It is based on the concept
that communication can only take place at the right time and under the right ...
The other thing people tend to forget when they pick a name is the problem of
finding it in the telephone directory. Since you seldom look up your own name in
a phone book, you might not realize how hard it is to locate. Take MCI, for
The disadvantage of large size The problem of finding a meaningful advantage
for United Jersey can be approached by looking at the disadvantages of its big-
city competitors. Why position United Jersey against the big banks? Why not take
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Chapter 1 What Positioning Is All About
Chapter 2 The Assault on the Mind
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