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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(That compares with $16.87 in the rest of the world.) If you spend $1 million a
year on advertising, you are bombarding the average consumer with less than a
half cent of advertising, spread out over 365 days—a consumer already exposed
Each year American newspapers use more than 10 million tons of newsprint.
Which means that the average person consumes 94 pounds of newsprint a year.
There's some question whether the average person can digest all this information
At $376 per person, the average American consumer is already exposed to twice
as much advertising per year as the average Canadian. Four times as much as
the average English person. And five times as much as the average French ...
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Chapter 1 What Positioning Is All About
Chapter 2 The Assault on the Mind
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