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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This is the classic “multibrand” strategy of Procter 8c Gamble. It may be a
misnomer to call it a multibrand strategy. Rather it's a single-position strategy.
Each brand is uniquely positioned to occupy a certain location in the mind of the
Divide and conquer To illustrate the advantages of separate names rather than
house names, compare the strategies of Procter 8c Gamble with those of Colgate
-Palmolive. You'll find many house names in the Colgate-Palmolive line.
With fewer brands Procter 8c Gamble does twice as much business and makes
five times as much profit as ColgatePalmolive. While it's fashionable on Madison
Avenue these days to pooh-pooh Procter 8c Gamble advertising, it's interesting to
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Chapter 1 What Positioning Is All About
Chapter 2 The Assault on the Mind
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