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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In the first 5 minutes, you'll learn more about your political product than the
average voter is going to learn about that person in the next 5 years. Since so
little material about your candidate is ever going to get into the mind of the voter,
your job ...
In truth, outright failure is often preferable to mediocre success. An also-ran can
easily be tempted to think that the answer to the problem is trying harder. A
company stuck with a losing position is not going to benefit much from hard work.
That is, the customer will pick up a can of peas without having a going-in
preference, or position, for a brand of peas. In this case, any well-known brand
name is going to do better than any unknown name. And if you work for a
company with ...
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Chapter 1 What Positioning Is All About
Chapter 2 The Assault on the Mind
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