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 other words, to move a new idea or product into the mind, you must first move
an old one out. “The world is round,” said Christopher Columbus. “No, it's not,”
said the public, “it's flat.” To convince the public otherwise, fifteenth century ...
The fourth horse to ride is an idea. On the night before he died, Victor Hugo wrote
in his diary, “Nothing, not all the armies of the world, can stop an idea whose time
has come.” Everyone knows that an idea can take you to the top faster than ...
You also have to remember that you can't play basketball without a backboard.
You need someone to bounce your ideas off. As soon as you think you have
found that simple idea that is the solution to your problem, you have lost
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Chapter 1 What Positioning Is All About
Chapter 2 The Assault on the Mind
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