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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As a result, the Europeans credited Amerigo Vespucci with the discovery of
America and named the place after him. Christopher Columbus died in jail. What
Michelob discovered The great copywriters of yesterday, who have gone to the
big ad ...
“First class is Michelob” positioned the brand as a premium-priced American-
made beer. In a few years, Michelob became one of the largest-selling beers in
the United States. At premium prices too. Was Michelob the first premium-priced ...
The high-price creneau The classic example is Michelob. The people at
Anheuser-Busch found an untapped market for a premium-priced domestic beer.
And they moved into the mind with the Michelob name. High-price creneaus
seem to be ...
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Chapter 1 What Positioning Is All About
Chapter 2 The Assault on the Mind
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