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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It was quickly apparent that communication in the Catholic Church was
haphazard at best. While much effort had been expended in improving
techniques, the programs lacked a strong central theme or any continuity. (An
especially serious ...
The Church had to answer this unanswered question in simple, definitive terms.
And it had to put this answer into a totally integrated communication program.
Then it had to take this program to the flock in a new and dramatic way. Working
Thus the retracing of steps led to defining the role of the Church as that of
keeping Christ alive in the minds of each new generation and relating his word to
the problems of their time. In many ways Vatican II seemed to point the Church ...
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Chapter 1 What Positioning Is All About
Chapter 2 The Assault on the Mind
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