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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Positioning a Product: Milk Duds How a product with a small budget can get into
the mind by positioning itself as the long-lasting alternative to the candy bar. .149
Chapter 18. Positioning a Service: Mailgram Why a totally new service has to be
For most 10-year-olds, the candy urge immediately conjures up the concept of
candy bars. Candy bars like Hersheys, Nestlés, Mounds, Almond Joys, Reeses,
Snickers, Milky Ways. Put there, of course, by the millions of dollars' worth of ...
Compared with a candy bar, a box of Milk Duds will last a long time. (If you try to
stuff a whole box in your mouth, it will cement your jaws shut.) Which is exactly
why the product has been so popular in movie theaters. So what is Milk Duds'
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Chapter 1 What Positioning Is All About
Chapter 2 The Assault on the Mind
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