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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John Fitzgerald Kennedy could use initials only after they became famous. Not
before. The next thing to go is the name of the company. What starts out as visual
shorthand to conserve paper and typing time ends up as the monogram of ...
The initials CPC are not phonetically shorter than Corn Products. Both are three
syllables long, so the CPC initials were seldom used until the name change was
made. Ask people in the business if they are familiar with CPC International.
The success of IBM encouraged word processing competitors'like CPT and N81
to use initials in their names. The success of AT8cT encouraged MCI to also
market their long distance service with an initial name. And look at the contrasting
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Chapter 1 What Positioning Is All About
Chapter 2 The Assault on the Mind
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