BUY AT: The Power of Simplicity BY: Jack Trout with Steve Rivkin New York.
A business book classic, it is 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 costco uk offers june 2012 - one that reflects a company's own strengths and weaknesses.
For example, Haloid changed its name to Haloid Xerox and later to simply Xerox.Every answer you get, you need to probe deeper: Why is that?If there are laws of physics, why then, shouldn't there also be laws of marketing that must be followed to launch and maintain winning brands?If a firm was the first to introduce a product, then the advertising campaign should reinforce this fact.If a product is not going to be first, it then must find an unoccupied position in which it can be first.To keep it short and make every word count and be as specific as possible opens the way to confused executions.Book Review positioning : The Battle for Your Mind Al Ries Jack Trout.In an over-communicated environment, the advertiser should present a simplified message and make that message consistent with what the consumer already believes by focusing on the perceptions of the consumer rather than on the reality of the product.
Jack Trout has gained an international reputation as a consultant, writer, speaker, virtual dj pro 7.0 and proponent of leading-edge marketing strategies.
Stolichnaya Russian vodka successfully repositioned its Russian-sounding competitors by exposing the fact that they all actually were made in the.S., and that Stolichnaya was made in Leningrad, Russia.
Positioning: The Battle for your Mind has become a classic in the field of marketing.
The following is a summary of the key points made by Ries and Trout in their book.Consumers are not likely to be receptive to such a tactic.However, all is not lost for products that are not the first.Recommended Reading Al Ries and Jack Trout, Positioning: The Battle for Your Mind The bestselling marketing classic on which this summary is based.And then ul li The brand name!Finally, change is inevitable and a leader must be willing to embrace change rather than resist.Ries and Trout argue that such changes usually are unwise.Insight Soap leaves my skin feeling dry and tight.To improve the perceptions of corn syrup, one supplier began calling it "corn sugar positioning it as an alternative to cane hack nightclub city money sugar or beet sugar.Consumers rank brands in their minds.The whole book can be boiled down to 2 key ideas: - The brand that gets in the mind of the consumer first wins.BUY AT: Positioning BY: Jack Trout and Al Ries New York.The same applies to people's names as well.By being the first to claim a unique position in the mind the consumer, a firm effectively can cut through the noise level of other products.