Positioning the Battle for Your Mind

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Positioning the Battle for Your Mind

  1. 2. Positioning: The Battle For Your Mind 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 Book pic
  2. 3. <ul><li>The average American consumer is exposed to $376 worth of advertising per day over 365 days. </li></ul><ul><li>Positioning is the only way to score big. </li></ul><ul><li>It’s about how you position a product in the mind of your prospect. </li></ul><ul><li>The best approach in our supersaturated society is the oversimplified message. </li></ul>THE BIG IDEA
  3. 4. What Positioning is All About <ul><li>Be selective and concentrate on Narrow Targets. </li></ul><ul><li>In Communication, Less is More. </li></ul><ul><li>Sharpen your message to cut into the mind. </li></ul>
  4. 5. Positioning of a Leader <ul><li>Establish leadership by getting there first. </li></ul><ul><li>Maintain momentum. Think long-term. </li></ul><ul><li>You do not need to state the obvious. Promote the general category of the product. </li></ul><ul><li>Cover all bets. </li></ul><ul><li>See the new product or service as an opportunity, not as competition. </li></ul><ul><li>Cover with a broader name. </li></ul>
  5. 6. Positioning of a Follower <ul><li>“ Look for the hole” and then fill it. Not in the factory but in the mind. </li></ul><ul><li>Don’t fall into the technology trap. </li></ul><ul><li>Advertising is not a debate. It’s all about seduction. </li></ul>
  6. 7. The Power of the Name <ul><li>A better name can mean millions of dollars difference in sales. </li></ul><ul><li>A name should jump start the positioning process. </li></ul><ul><li>Avoid using descriptive words for a brand name. </li></ul><ul><li>Coined names work if the product you are offering has no precedent. </li></ul><ul><li>Try using generic-like but descriptive names. </li></ul><ul><li>Never let scientists name your product. </li></ul>
  7. 8. The Power of the Name <ul><li>A better name can mean millions of dollars difference in sales. </li></ul><ul><li>A name should jump start the positioning process. </li></ul><ul><li>Avoid using descriptive words for a brand name. </li></ul><ul><li>Coined names work if the product you are offering has no precedent. </li></ul><ul><li>Try using generic-like but descriptive names. </li></ul><ul><li>Never let scientists name your product. </li></ul>
  8. 9. The Power of the Name <ul><li>Negative names can be positive. </li></ul><ul><li>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. </li></ul><ul><li>A name change can work wonders for you. </li></ul>
  9. 10. The No-Name Trap <ul><li>Use initials to name your company, after it becomes famous. </li></ul><ul><li>The name must sound good, not just look good as a logo. </li></ul><ul><li>Some companies use initials because of sheer obsolescence. </li></ul>
  10. 11. Positioning <ul><li>Positioning a company: XEROX </li></ul><ul><li>Positioning a country: Belgium </li></ul><ul><li>Positioning an island: Jamaica </li></ul><ul><li>Positioning a product: Milk Duds </li></ul><ul><li>Positioning a service: Mailgram </li></ul><ul><li>Positioning the Catholic Church </li></ul>
  11. 12. Positioning Yourself and Your Career <ul><li>Find one specific idea to hang your hat on. </li></ul><ul><li>Make sure your name is right. </li></ul><ul><li>Working harder is not the answer. Working smarter is. </li></ul><ul><li>The Six Horses: </li></ul><ul><ul><ul><li>Find a horse to ride. </li></ul></ul></ul><ul><ul><ul><li>The second horse to ride is your boss. </li></ul></ul></ul><ul><ul><ul><li>The third horse to ride is a friend. </li></ul></ul></ul><ul><ul><ul><li>An idea is your fourth horse to ride. </li></ul></ul></ul><ul><ul><ul><li>The fifth horse to ride is faith. </li></ul></ul></ul><ul><ul><ul><li>The sixth horse to ride is yourself. </li></ul></ul></ul>
  12. 13. Positioning Your Business <ul><li>Ask yourself these questions: </li></ul><ul><ul><li>What position do you own? </li></ul></ul><ul><ul><li>What position do you want to own? </li></ul></ul><ul><ul><li>Whom must you outgun? </li></ul></ul><ul><ul><li>Do you have enough money? </li></ul></ul><ul><ul><li>Can you stick it out? </li></ul></ul><ul><ul><li>Do you match your position? </li></ul></ul>
  13. 14. Playing the Positioning Game <ul><li>Select and use words that trigger the meanings you want to establish. </li></ul><ul><li>To cope with change, you have to take a long-range point of view. </li></ul><ul><li>Evaluate products objectively. </li></ul><ul><li>Remember that the simple, straightforward, and obvious idea works. </li></ul><ul><li>Use subtlety. </li></ul>
  14. 15. Playing the Positioning Game <ul><li>Be willing to sacrifice. </li></ul><ul><li>Patience pays. </li></ul><ul><li>Maintain a global outlook. </li></ul>
  15. 16. 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. ABOUT BUSINESSSUMMARIES

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