It’s been about thirty years since I read the original text by Al Ries and Jack Trout and I just finished reading the 2001 version. It’s a classic marketing book. Here are a few tidbits from the book.
* Positioning is not what you do to a product. Positioning is what you do to the mind of the prospect.
* Positioning as an organized system for finding a window in the mind. It is based on the concept that communication can only take place at the right time and under the right circumstances.
* The basic approach to positioning is not to create something new and different, but to manipulate what’s already up there in the mind, to retie the connections that already exist.
* Advertising is not a sledgehammer. It’s more like a light fog, a very light fog that envelops your prospects.
* In the communication jungle out there, the only hope to score big is to be selective, to concentrate on narrow targets, to practice segmentation. In a word, “positioning.”
* The best approach to take in our overcommunicated society is the oversimplified message. Read more ›