Positioning by Al Ries
Dealing with the problems of communicating to an overcommunicated and skeptical media blitzed society, Positioning proposes a new approach to creating a position in a prospective customer’s mind.
Featuring case histories and anecdotes behind many successful campaigns, authors Ries and Trout explain how to
- Position an industry leader ensuring that its name and message embeds into the collective subconscious of the targeted market and staying there.
- Position a follower so that it can occupy a niche not claimed by the leader
- Avoid letting a second product ride on the coattails of an established one.
Positioning also shows you how to:
• Use leading ad agency techniques to capture the biggest market share and become a household name
• Build your strategy around your competition’s weaknesses
• Reposition a strong competitor and create a weak spot
• Use your present position to its best advantage
• Choose the best name for your product
• Determine when-and why-less is more
Writen by authors Al Ries and Jack Trout in their trademark witty, fast-paced style, Positioning is recommeneded to anyone who wants to know anything about branding, marketing, and product management.
