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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That technology is the laser. There are laser printers, laser typesetters, laser
memory systems. Furthermore, the laser is making a name for itself in many other
places. In communication, the laser is beginning to replace satellites. In the
United Telecom is setting up a nationwide laser network. AT&T is laying down a
transatlantic laser link. GTE is bouncing laser beams off the moon. In the
consumer field, there is the laser videodisk player. The laser audiodisk player.
And the ...
Lasography uses lasers, which are perceived to be on the leading edge of
technology. Lasography is the one concept that takes advantage of Xerox's
position and broadens it to include the next generation of products. ' In the
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Chapter 1 What Positioning Is All About
Chapter 2 The Assault on the Mind
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