Positioning: The Battle for Your Mind by Al Ries

By Al Ries

The first ebook to house the issues of speaking to a skeptical, media-blitzed public, Positioning describes a innovative method of making a "position" in a potential customer's mind-one that displays a company's personal strengths and weaknesses in addition to these of its rivals. Writing of their trademark witty, fast paced kind, advertisements specialists Ries and Trout clarify how to:

  • Make and place an chief in order that its identify and message wheedles its approach into the collective unconscious of your market-and remains there
  • Position a follower in order that it might probably occupy a distinct segment now not claimed by way of the leader
  • Avoid letting a moment product trip at the coattails of a longtime one.

Positioning additionally indicates you the way to:

  • Use prime advert business enterprise strategies to catch the largest marketplace percentage and turn into a family name
  • Build your procedure round your competition's weaknesses
  • Reposition a robust competitor and create a vulnerable spot
  • Use your current place to its top advantage
  • Choose the simplest identify in your product
  • Determine when-and why-less is more
  • Analyze fresh traits that have an effect on your positioning.

Ries and Trout offer many invaluable case histories and penetrating analyses of a few of the main extraordinary successes and screw ups in advertisements background. Revised to mirror major advancements within the 5 years for the reason that its unique ebook, Positioning is needed interpreting for a person in enterprise today.

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Extra resources for Positioning: The Battle for Your Mind

Example text

The Instability of Equality It's true that in some categories the two leading brands run neck and neck.  Sooner or later, you can expect one brand to get the upper hand and open a lead which eventually will reach a stable 5 to 3 or 2 to 1 ratio.  They are much more Page 54 comfortable with a pecking order that everybody knows about and accepts.  God and the Devil. Hertz and Avis. Harvard and Yale. McDonald's and Burger King. When two brands are close, one or the other is likely to get the upper hand and then dominate the market for years to come.

But it's even better to be first.  Even if that person was a better pilot. ") But first make sure you can't find something to be first in.  "If you can't be first in a category, then set up a new category you can be first in" is the second most powerful positioning idea. It's better to be a big fish in a small pond (and then increase the size of the pond) than to be a small fish in a big pond.  The go­go sixties, they were called. While it lasted, the exciting "anything goes" years of the sixties were a marketing orgy.

The mind has no room for what's new and different unless it's related to the old. That's why if you have a truly new product, it's often better to tell the prospect what the product is not, rather than what it is. The first automobile, for example, was called a "horseless" carriage, a name which allowed the public to position the concept against the existing mode of transportation. Words like "offtrack" betting, "lead­free" gasoline Page 38 and "tubeless" tire are all examples of how new concepts can best be positioned against the old.

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