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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And Ralph Nader got famous not by saying anything about Ralph Nader but by
going out and attacking the world's largest corporation single-handedly. People
like to watch the bubble burst. Repositioning aspirin Tylenol went out and burst
Bayer “invented” aspirin and marketed the leading brand of analgesic for many
years. The people at Bayer couldn't fail to notice the progress made by the “anti-
aspirin” approach used by Tylenol. So Bayer introduced an acetaminophen ...
The tablets in a bottle of aspirin are Bayer. Not aspirin manufactured by a
company called Bayer. (The company name, of course, is Sterling Drug, not
Bayer. So Bayer nonaspirin could just as logically have been called Sterling
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Chapter 1 What Positioning Is All About
Chapter 2 The Assault on the Mind
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