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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TWA and Pan Am, for example, have for some time had a long list of gateway
cities in both the United States and Europe. But Sabena flies nonstop from North
America to only one city in Europe: Brussels. Unless there was a hijacker aboard,
Say “France” and it's food and the Eiffel Tower and the dazzling Riviera. Your
mind sees cities and countries as mental picture postcards. In your mind, New
York is probably a skyline of tall buildings. San Francisco is cable cars and the
With a given number of dollars, it's better to overspend in one city than to
underspend in several cities. If you become successful in one location, you can
always roll out the program to other places. Provided the first location is
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Chapter 1 What Positioning Is All About
Chapter 2 The Assault on the Mind
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