Positioning: The Battle for Your Mind
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:
• Make and position an industry leader so that its name and message wheedles its way into the collective subconscious of your market-and stays there
Positioning also shows you how to:
• Use leading ad agency techniques to capture the biggest market share and become a household name
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.
(That compares with $16.87 in the rest of the world.) If you spend $1 million a
year on advertising, you are bombarding the average consumer with less than a
half cent of advertising, spread out over 365 days—a consumer already exposed
The average mind is already a dripping sponge that can only soak up more
information at the expense of what's already there. Yet we continue to pour more
information into that supersaturated sponge and are disappointed when our ...
In the first 5 minutes, you'll learn more about your political product than the
average voter is going to learn about that person in the next 5 years. Since so
little material about your candidate is ever going to get into the mind of the voter,
your job ...
Each year American newspapers use more than 10 million tons of newsprint.
Which means that the average person consumes 94 pounds of newsprint a year.
There's some question whether the average person can digest all this information
At $376 per person, the average American consumer is already exposed to twice
as much advertising per year as the average Canadian. Four times as much as
the average English person. And five times as much as the average French ...
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Chapter 19 Positioning a Long Island Bank
Chapter 20 Positioning a New Jersey Bank
Chapter 8 Repositioning the Competition
Chapter 9 The Power of the Name
Chapter 10 The NoName Trap
Chapter 11 The FreeRide Trap
Chapter 12 The LineExtension Trap
Chapter 13 When Line Extension Can Work
Chapter 22 Positioning the Catholic Church
Chapter 23 Positioning Yourself and Your Career
Chapter 24 Positioning Your Business
Chapter 25 Playing the Positioning Game