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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Take television. A medium barely 35 years old. A powerful and pervasive
medium, television didn't replace radio or newspapers or magazines. Each of the
three older media is bigger and stronger than it ever was. Television is an
In some 15 years of Milk Duds' television commercials, there wasn't one
reference to the long-lasting idea. Let's take a mental walk through a 30-second
television commercial to see how the long-lasting idea was sugarcoated for the
benefit of ...
(Your best religious speakers today can be found not in church but on Sunday
morning television.) In addition to pulpit training, an introductory film entitled
Return to the Beginning was proposed. The start of any major communication
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Chapter 1 What Positioning Is All About
Chapter 2 The Assault on the Mind
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