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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Covering with a broader name What dethrones a leader, of course, is change.
The New York Central Railroad was not only the leading railroad in the twenties,
it was also the bluest of blue-chip stocks. Several mergers later, the Penn Central
But of course, it's not there. MCI Telecommunications is 48 pages away where it
has to compete with seven other companies that incorporate MCI in their names.
(Following standard rules of alphabetizing a list of names, the phone company ...
But, of course, it wasn't. The first 100-mm cigarette was Pall Mall Gold, but Pall
Mall fell into the line-extension trap. Then Benson 8c Hedges moved in and
preempted the longcigarette position. You'd think the missed opportunity
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Chapter 1 What Positioning Is All About
Chapter 2 The Assault on the Mind
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