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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This ranking of people, objects, and brands is not only a convenient method of
organizing things but also an absolute necessity to keep from being
overwhelmed by the complexities of life. The product ladder To cope with the
product explosion ...
The product ladder To cope with the product explosion, people have learned to
rank products and brands in the mind. Perhaps this can best be visualized by
imagining a series of ladders in the mind. On each step is a brand name. And
The reason is obvious. A well-known name got well known because it stood for
something. It occupies a position in the prospect's mind. A really well-known
name sits on the top rung of a sharply defined ladder. The new product, if it's
going to ...
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Chapter 1 What Positioning Is All About
Chapter 2 The Assault on the Mind
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