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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The communication industry is like gossip. It feeds on the bad news, not the good
. It may not be your idea of the way things should be. It just happens to be the way
things are. To be successful in this overcommunicated society of ours, you.
When the name is bad, things tend'to get worse. When the name is good, things
tend to get better. Continental confusion Do you know the difference between a
$4.6 billion company called The Continental Group, Inc., and a $4 billion
To the average automobile buyer, the Rolls-Royce at $100,000 and up is out of
reach. Cadillac, like Michelob and other premium products, is not. The secret to
establishing a successful position is to keep two things in balance: (I) A unique ...
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Chapter 1 What Positioning Is All About
Chapter 2 The Assault on the Mind
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