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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A Ford Ford might be all right, but there is a real problem for the company in
selling Ford Mercurys or Ford Lincolns. '(One reason why the Ford Motor
Company has always had a hard time selling higher-priced cars.) What's a
The buying and selling of companies Actually, a lot of buying and selling of
companies is going on. Only it's called different names. When a new employee
accepts a job, he or she “buys” the company. (With its recruiting programs, a
... chase the passing fad to initials. Meanwhile the programs of those who kept at
what they did best and held their ground have been immensely successful.
Maytag selling its reliable appliances. Walt Disney selling the world of fantasy
and fun ...
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Chapter 1 What Positioning Is All About
Chapter 2 The Assault on the Mind
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