Those little ladders in your head


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Positioning as by Al Ries

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Those little ladders in your head

  1. 1. Those Little Ladders In Your HeadLike the memory bank of computer , the mind hasslots.But with a difference , computer accepts all thingsbut our mind does notIt rejects information which it can not “compute” , itaccepts only that new information that matchescurrent state of mind .
  2. 2. 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 .
  3. 3. 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.
  4. 4. 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.
  5. 5.  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.
  6. 6. 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.
  7. 7.  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.
  8. 8. The “Against” PositionToday 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.” HertzPeople assumed they try harder.Avis was successful, as it related Avis itself to Hertz. National
  9. 9. 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.
  10. 10. 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.
  11. 11. 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.