Those Little Ladders In Your HeadLike the memory bank of computer , the mind hasslots.But with a difference , computer accepts all thingsbut our mind does notIt rejects information which it can not “compute” , itaccepts only that new information that matchescurrent state of mind .
You See What You Expect To See Ask two people of opposite persuasion , say, a democrat and a republican , to read article on a controversial subject . Then ask each one if the article changed their mind You’ll find that republican gets out of the article facts to support one view point and democrat gets out of the article facts to support one view point , but ,opposite in nature .
You Taste What You Want To Taste. Blind test testing of champagne have often ranked California brand above French one . But with label on ,this is difficult to happen One prime objective of all advertising is to heighten expectations. To create the illusion that the product and service will perform the miracle you expect.
An Inadequate Container Humans reject information which does not match their prior knowledge or expectation. According to Harvard psychologist Dr. George A. Miller, the average human mind can not deal with more than 7 digits at a time like 7 wonder of world, seven days etc. If asked to name brands of any category, no one can name more than 7 and that too if its their interest category.
To cope with complexity , people have learned to simplify everything. People can often remember positioning concepts better than names. This ranking of people , object and brand is not only a convenient method of organizing things , but also a absolute necessity to keep from being over-whelmed by the complexities of life.
The Product Ladder To cope with product explosion , people have learned to rank products and brands in the minds. On each step of a ladder is a brand and each different ladder represent a different category. A competitor who wants to increase share of the business must either dislodge the brand above or somehow relate its brand to the other company’s position.
Many companies advertise as if competitors position did not exit. Advertise their product in vacuum and get disappointed when their message fails. Moving up the mind can be extremely difficult. Advertiser must carry a new ladder, it’s often better to tell the prospect what the product is not, rather than what it is.
The “Against” PositionToday competitor’s position is as important as yourown position.“Avis is only no.2 in rent-a-car, so why go with us? Wetry harder.” HertzPeople assumed they try harder.Avis was successful, as it related Avis itself to Hertz. National
The “Against” Position Time magazine followed the same lead. Frustrated with competition they adopted “We try damned Harder.” Later, found the word offensive and the accounts executive was fired. If the company is not the first then must occupy second position.
The “Uncola” Position Conventional Logic – find your concept inside yourself or your product. Not true, must look inside prospect’s mind. 7-Up positioned itself as the uncola drink & sales increased drastically. Mc Cormick Comm. acquired WLKW and positioned it as the unrock radio station & became no.1.
The F.W.M.T.S Trap “Forgot what made them successful” After being sold to ITT, Avis adopted, “Avis is going to be No.1” No frequent increase in revenues and campaign was waste. 7-Up also fell in the trap and adopted “America’s is turning 7-Up” Sales fell and now Sprite has 50% market share.