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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Lowenbrau, on the other hand, gave up the struggle and became a domestic
brand. Strange things have been happening in American advertising. It's
becoming less poetic—and more effective. This page intentionally left blank L
Those little ...
Leaders are in the best position to exploit opportunites as they arise. Leaders
should constantly use the power of their leadership to keep far ahead of the
competition. This page intentionally left blank Positioning of a follower What
Or how about the secretary whose boss says, “Get me Continental on the phone.”
In Manhattan alone, there are 235 listings in the telephone directory starting with
Continental. This page intentionally left blank 1L0 The no-name trap “I'm.
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Chapter 1 What Positioning Is All About
Chapter 2 The Assault on the Mind
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