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Positioning The Battle For Your Mind B I Z

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    Positioning  The  Battle For Your Mind  B I Z Positioning The Battle For Your Mind B I Z Presentation Transcript

    • Positioning: The Battle For Your Mind Book pic How to Be Seen and Heard in the Overcrowded Marketplace AUTHOR: Al Ries and Jack Trout PUBLISHER: McGraw-Hill DATE OF PUBLICATION: 2001 NUMBER OF PAGES: 213 pages
    • THE BIG IDEA Positioning: The Battle for Your Mind by Al Ries and Jack Trout • The average American consumer is exposed to $376 worth of advertising per day over 365 days. • Positioning is the only way to score big. • It’s about how you position a product in the mind of your prospect. • The best approach in our supersaturated society is the oversimplified message.
    • What Positioning is All About Positioning: The Battle for Your Mind by Al Ries and Jack Trout • Be selective and concentrate on Narrow Targets. • In Communication, Less is More. • Sharpen your message to cut into the mind.
    • Positioning of a Leader Positioning: The Battle for Your Mind by Al Ries and Jack Trout • Establish leadership by getting there first. • Maintain momentum. Think long-term. • You do not need to state the obvious. Promote the general category of the product. • Cover all bets. • See the new product or service as an opportunity, not as competition. • Cover with a broader name.
    • Positioning of a Follower Positioning: The Battle for Your Mind by Al Ries and Jack Trout • “Look for the hole” and then fill it. Not in the factory but in the mind. • Don’t fall into the technology trap. • Advertising is not a debate. It’s all about seduction.
    • The Power of the Name Positioning: The Battle for Your Mind by Al Ries and Jack Trout • A better name can mean millions of dollars difference in sales. • A name should jump start the positioning process. • Avoid using descriptive words for a brand name. • Coined names work if the product you are offering has no precedent. • Try using generic-like but descriptive names. • Never let scientists name your product.
    • The Power of the Name Positioning: The Battle for Your Mind by Al Ries and Jack Trout • A better name can mean millions of dollars difference in sales. • A name should jump start the positioning process. • Avoid using descriptive words for a brand name. • Coined names work if the product you are offering has no precedent. • Try using generic-like but descriptive names. • Never let scientists name your product.
    • The Power of the Name Positioning: The Battle for Your Mind by Al Ries and Jack Trout • Negative names can be positive. • When too many companies are taking the same names, stick to the product name and make it yours, or run your advertising copy in such a way that what you’re selling is crystal clear to the audience. • A name change can work wonders for you.
    • The No-Name Trap Positioning: The Battle for Your Mind by Al Ries and Jack Trout • Use initials to name your company, after it becomes famous. • The name must sound good, not just look good as a logo. • Some companies use initials because of sheer obsolescence.
    • Positioning Positioning: The Battle for Your Mind by Al Ries and Jack Trout • Positioning a company: XEROX • Positioning a country: Belgium • Positioning an island: Jamaica • Positioning a product: Milk Duds • Positioning a service: Mailgram • Positioning the Catholic Church
    • Positioning Yourself and Your Career Positioning: The Battle for Your Mind by Al Ries and Jack Trout • Find one specific idea to hang your hat on. • Make sure your name is right. • Working harder is not the answer. Working smarter is. • The Six Horses:  Find a horse to ride.  The second horse to ride is your boss.  The third horse to ride is a friend.  An idea is your fourth horse to ride.  The fifth horse to ride is faith.  The sixth horse to ride is yourself.
    • Positioning Your Business Positioning: The Battle for Your Mind by Al Ries and Jack Trout • Ask yourself these questions:  What position do you own?  What position do you want to own?  Whom must you outgun?  Do you have enough money?  Can you stick it out?  Do you match your position?
    • Playing the Positioning Game Positioning: The Battle for Your Mind by Al Ries and Jack Trout • Select and use words that trigger the meanings you want to establish. • To cope with change, you have to take a long-range point of view. • Evaluate products objectively. • Remember that the simple, straightforward, and obvious idea works. • Use subtlety.
    • Playing the Positioning Game Positioning: The Battle for Your Mind by Al Ries and Jack Trout • Be willing to sacrifice. • Patience pays. • Maintain a global outlook.
    • ABOUT BUSINESSSUMMARIES Positioning: The Battle for Your Mind by Al Ries and Jack Trout BusinessSummaries.com is a business book Summaries service. Every week, it sends out to subscribers a 9- to 12-page summary of a best-selling business book chosen from among the hundreds of books printed out in the United States every week. For more information, please go to http://www.bizsum.com.