This document provides a summary of the key concepts from the book "Positioning" by Al Ries and Jack Trout. It discusses how positioning involves establishing a product, service, or brand in the mind of the consumer or decision-maker. It explains how overcommunication has led consumers to simplify information and only accept messages that match their prior beliefs. Therefore, effective positioning strategies focus on how the target audience already perceives a product rather than the product itself. The summary also highlights techniques discussed in the book for positioning new products in relation to market leaders as well as strategies for market leaders to maintain their position.
9 Positioning Tips from Marketing Guru Laura Ries That Will All Dramatically ...Contriber
Listen to the full episode of Unlock People’s Potential with Laura Ries:
https://www.contriber.com/brand-positioning-laura-ries/
Companies often make positioning mistakes such as promoting too many benefits, lacking focus, or changing the focus too frequently and, therefore, losing the position they had in the customer’s mind. This kind of setbacks can be avoided.
Have you ever wondered:
How should a brand build a position for a new product/service?
What to do when you have to compete with a leader in your market?
What is the main purpose advertising should be used for?
How you can use a Visual Hammer and a Battlecry to reinforce your position in a market?
We interviewed a leading brand strategist, Laura Ries, who is also a bestselling author, sought-after speaker, and popular television personality. Guerric de Ternay talked to Laura about brand positioning, marketing strategy, competing with a market leader, using Visual Hammer, and many other interesting marketing topics.
Dig into the presentation to learn from the 11 tips Laura Ries shared with us and start improving your brand’s position today.
Listen to the full episode of Unlock People’s Potential with Laura Ries:
https://www.contriber.com/brand-positioning-laura-ries/ .
The document summarizes key concepts from the book "Positioning: The Battle for Your Mind" by Al Ries and Jack Trout. It discusses how positioning a brand in the consumer's mind is crucial for marketing success. First, it explains techniques for positioning a brand as the leader by being first to market or finding an open niche. Second, it outlines strategies for followers to position themselves by identifying gaps left by leaders. Third, it provides steps for establishing and maintaining a strong brand position over time through focused messaging.
This document summarizes key points from the book "Positioning: The Battle for Your Mind" by Al Ries and Jack Trout. It discusses how the mind can be manipulated through positioning and how the modern world results in an overcommunicated and oversimplified mind. It covers topics like differentiating yourself in the market, avoiding common traps like line extensions, and positioning yourself and your career. The summary provides takeaways on how to establish leadership, fight the competition, leverage names and branding effectively, and a six step process to success through optimal positioning.
The document provides a summary of the key concepts from the book "Positioning: The Battle for Your Mind" by Al Ries and Jack Trout. It discusses positioning as owning a piece of the consumer's mind rather than what is done to the product. It also covers finding unique positions inside the consumer's mind, positioning strategies for leaders and followers, the importance of simplicity, insight, and creating a distinctive positioning through clear, consumer-focused branding.
This document summarizes key concepts from the 1981 book "Positioning: The Battle for your Mind" by Al Ries and Jack Trout. It discusses how positioning involves claiming a unique position for a product in the consumer's mind. First movers have an advantage, so a non-first product must find an unoccupied position. Leaders should reinforce their status without boasting and introduce related brands. Followers must find unique positions rather than trying to appeal to everyone. Repositioning competitors or changing perceptions of them can also be effective strategies. The name of a brand is very important in shaping consumer perceptions.
The first book to deal with the problems of communicating to a skeptical, media-blitzed public, Positioning describes a revolutionary approach to creating a "position" in a prospective customer's mind-one that reflects a company's own strengths and weaknesses as well as those of its competitors.
The document describes a one-day workshop hosted by The Brand Lodge that aims to enhance marketing skills. The workshop will (1) teach methods for deconstructing brands to develop strategic and creative solutions, (2) highlight how agencies can build credibility through engaging campaigns across channels, and (3) make strategists more creative and creatives more strategic to improve collaboration. Attendees will participate in exercises to practice the brand profiling process and develop an integrated campaign for a product category. The workshop is led by experts with experience in marketing and creative roles who developed a unique model for defining brand differentiation.
9 Positioning Tips from Marketing Guru Laura Ries That Will All Dramatically ...Contriber
Listen to the full episode of Unlock People’s Potential with Laura Ries:
https://www.contriber.com/brand-positioning-laura-ries/
Companies often make positioning mistakes such as promoting too many benefits, lacking focus, or changing the focus too frequently and, therefore, losing the position they had in the customer’s mind. This kind of setbacks can be avoided.
Have you ever wondered:
How should a brand build a position for a new product/service?
What to do when you have to compete with a leader in your market?
What is the main purpose advertising should be used for?
How you can use a Visual Hammer and a Battlecry to reinforce your position in a market?
We interviewed a leading brand strategist, Laura Ries, who is also a bestselling author, sought-after speaker, and popular television personality. Guerric de Ternay talked to Laura about brand positioning, marketing strategy, competing with a market leader, using Visual Hammer, and many other interesting marketing topics.
Dig into the presentation to learn from the 11 tips Laura Ries shared with us and start improving your brand’s position today.
Listen to the full episode of Unlock People’s Potential with Laura Ries:
https://www.contriber.com/brand-positioning-laura-ries/ .
The document summarizes key concepts from the book "Positioning: The Battle for Your Mind" by Al Ries and Jack Trout. It discusses how positioning a brand in the consumer's mind is crucial for marketing success. First, it explains techniques for positioning a brand as the leader by being first to market or finding an open niche. Second, it outlines strategies for followers to position themselves by identifying gaps left by leaders. Third, it provides steps for establishing and maintaining a strong brand position over time through focused messaging.
This document summarizes key points from the book "Positioning: The Battle for Your Mind" by Al Ries and Jack Trout. It discusses how the mind can be manipulated through positioning and how the modern world results in an overcommunicated and oversimplified mind. It covers topics like differentiating yourself in the market, avoiding common traps like line extensions, and positioning yourself and your career. The summary provides takeaways on how to establish leadership, fight the competition, leverage names and branding effectively, and a six step process to success through optimal positioning.
The document provides a summary of the key concepts from the book "Positioning: The Battle for Your Mind" by Al Ries and Jack Trout. It discusses positioning as owning a piece of the consumer's mind rather than what is done to the product. It also covers finding unique positions inside the consumer's mind, positioning strategies for leaders and followers, the importance of simplicity, insight, and creating a distinctive positioning through clear, consumer-focused branding.
This document summarizes key concepts from the 1981 book "Positioning: The Battle for your Mind" by Al Ries and Jack Trout. It discusses how positioning involves claiming a unique position for a product in the consumer's mind. First movers have an advantage, so a non-first product must find an unoccupied position. Leaders should reinforce their status without boasting and introduce related brands. Followers must find unique positions rather than trying to appeal to everyone. Repositioning competitors or changing perceptions of them can also be effective strategies. The name of a brand is very important in shaping consumer perceptions.
The first book to deal with the problems of communicating to a skeptical, media-blitzed public, Positioning describes a revolutionary approach to creating a "position" in a prospective customer's mind-one that reflects a company's own strengths and weaknesses as well as those of its competitors.
The document describes a one-day workshop hosted by The Brand Lodge that aims to enhance marketing skills. The workshop will (1) teach methods for deconstructing brands to develop strategic and creative solutions, (2) highlight how agencies can build credibility through engaging campaigns across channels, and (3) make strategists more creative and creatives more strategic to improve collaboration. Attendees will participate in exercises to practice the brand profiling process and develop an integrated campaign for a product category. The workshop is led by experts with experience in marketing and creative roles who developed a unique model for defining brand differentiation.
Brand positioning involves designing a brand's offering and image to occupy a distinctive place in a target market's mind. It is about manipulating what is already in the consumer's mind rather than creating something new. Fair & Lovely initially positioned itself as a fairness cream to help young women attract husbands but later focused on empowering women's self-confidence and careers. Cello positioned itself as a high-quality, affordable pen brand for people of all ages from students to professionals. Vicks Vaporub positioned itself around a mother's love and touch therapy to become the top cold relief brand.
The document provides guidance on running a brand workshop to clarify a company's brand strategy. It outlines exercises to determine the company's vision, audiences, value proposition, personality, and design preferences. The workshop is facilitated and includes roles like a decider to make final calls. Exercises include creating a 5-year roadmap, identifying tensions the brand can address, and selecting core values. The goal is to gather input to develop a comprehensive brand foundation document.
Book Summary- Grow: How Ideals Power Growth and Profit at the World's Greates...Omar M. Khateeb
In his book, Grow, Jim Stengel shows how 50 of the highest-performing companies in the world harnessed the power of brand ideals to tower over their competitors – and how your business can, too. Grow presents an actionable framework for developing the roots that are necessary to thrive in the new business climate. Start big or start small, but start now by reading Grow.
This document discusses building a culture of innovation. It notes that innovation is no longer confined to research and development and instead requires collaboration across teams. An innovative culture thrives on optimism, trust, embracing risks and learning from failures. It also notes that innovation comes in many forms, from incremental to revolutionary, and organizations should be careful how they measure success to allow new ideas time to grow. Finally, it states that an innovative culture must be tailored to each individual organization.
This document discusses branding and the customer journey. It outlines 6 key objectives for understanding customers: 1) Know your customer, 2) Know your product, 3) Know your competitors, 4) Know your target market, 5) Know your media channels, and 6) Measure your branding efforts. Each objective provides tips, such as developing a customer persona, positioning your product, conducting competitor analysis, evaluating creative marketing campaigns, and tracking brand awareness over time. The overall message is that strong branding captures customers' hearts to gain their commitment.
This document discusses brand communication strategies. It defines a brand big idea as an expression of customer needs and wants that conveys a brand's purpose. A brand communication idea translates this big idea into language for customers. An advertising idea is a single-minded creative concept used across marketing executions.
It provides examples of brands with big ideas like "Where families share magic" and communication ideas like "Ignite the tiger inside." The document outlines Tiger beer's brand positioning and Asian target audience. Its brand big idea is to make customers "boldly Asian." Its advertising campaign "Tiger Uncage" uses TV ads and events to show millennials bursting free of expectations.
The document discusses several key principles for building and maintaining strong brands, including focusing branding efforts on owning a word in consumers' minds, using publicity over advertising to establish a new brand, narrowing a brand's focus to become a specialist rather than generalist, promoting the brand's category rather than just the brand itself, and maintaining consistency in a brand over time while knowing when it's time to retire or change a brand. Overall, the document emphasizes the importance of having a clear, well-defined brand identity and strategy that remains consistent yet adaptable over the long term.
The document discusses various advertising techniques used to influence consumers. It describes propaganda techniques like bandwagon, testimonials, snob appeal, plain folks, patriotism, facts and figures, expert opinions, logical appeal, glittering generalizations, transfer/emotional appeal, name-calling, and repetition. The goal of these techniques is to attract attention, arouse interest, create desire, and cause action among the targeted audience.
The document discusses branding and the concept of a brand. It defines a brand as not being just a logo, name, or product, but rather a platonic ideal and feeling about a product, service, or expertise. A brand also creates expectations of trustworthy behavior. The document outlines different approaches to branding for mega brands versus small businesses and discusses the four levels of building brand identity, awareness, preference, and generic association. It stresses that effective brand management communicates a company's unique product, service, and why it matters through differentiation.
A brand becomes stronger when it narrows its focus on a specific category rather than expanding into many areas. The birth of a brand is achieved through publicity from being first in a new category, while advertising is needed to maintain brand health and promote leadership within the category. Over time, a successful brand owns a word in the consumer's mind that is synonymous with the category.
Here is a chance to create a "big idea" for your brand, which that big idea is then used through the organization. It would help frame the long range Brand Strategic Road Map, helping to frame the brand promise, strategy, story, freshness and experience behind the brand. That big idea also gets used to tell the brand's story, both internally through vision, values and behaviours, and externally by creating a brand position in the minds/hearts of consumers through mass communication, logos/packaging and the inshore experience.
The document defines a trademark as a name, symbol, or design used to identify and differentiate the goods or services of one seller from others. Trademarks serve to identify the source or maker of a product and provide valuable functions for firms like securing a competitive advantage and better earnings. A trademark can identify a physical good, service, store, person, organization, place, or idea. Positioning involves differentiating a product from competitors based on attributes like reliability, style, technology, or business focus. Successful positioning depends on understanding customers' needs and framing the product accordingly.
With a strong, clear brand, decision-making is easy, your value is clear, and you can charge your worth with confidence and certainty. When you have brand clarity and know exactly who you are selling to, what you need to say, and how to communicate the important details, your sales marketing efforts will become less stressful and more enjoyable.
In this hands-on workshop session, we'll cover what a brand is, the difference between a brand and branding, the difference between branding and marketing, why brand clarity matters, building your reputation, creating an ideal client persona, using emotional brand triggers, creating benefit/risk statements for your marketing, and crafting a powerful brand marketing message.
(Slides used for a 2 hour hands-on branding workshop.)
Workshop to provoke you to think differently and see how a brand’s BIG IDEA reflects the brand’s SOUL and transforms the experience and bond into a REPUTATION
Graham Robertson, President of Beloved Brands Inc., discusses the importance of strategic thinking for marketers. He defines strategic thinkers as those who see "what if" questions before solutions, while non-strategic thinkers see answers before questions. Robertson argues that to be a great marketer, one must be both strategic and tactical. He provides a four stage model for strategic thinking: focus, early win, leverage, and gateway. Applying this model to historical examples like D-Day and marketing examples like Avril Lavigne's 2005 album launch, Robertson argues that focusing energy in the right areas can lead to bigger successes.
The Brand Strategy & Foundation deck I prepared for a real client of mine, Heirloom. Based on the results of our Brand Workshop, I created this deck. To follow the full branding process, please visit http://www.issue89.com/
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Are you a Challenger Brand? Check out what DirectionGroup's Geraint Holliman has to say about what a Challenger Brand truly means today. Content is based on the best selling book Eating the Big Fish: How Challenger Brands Can Compete Against Brand Leaders by Adam Morgan.
Let us know what you think.
This 5-step process outlines developing a big idea for marketing. Step 1 is understanding the context and problem. Step 2 is identifying the core problem to be solved. Step 3 examines why the problem exists based on physical, economic, social and technological factors. Step 4 defines the single-minded proposition addressing the problem. Step 5 develops an umbrella idea, not just a tactic, to deliver the proposition through various media and tactics. The process emphasizes clearly defining the problem and focusing the idea on a concise single message people will remember.
This was presented in a B school classroom about 3 years ago, to explain positioning as a concept, Madonna was used as an example to show what is positioning and how it works. It was accompanied with clippings from Madonna's music videos to showcase the changes in her positioning over the years.
The 22 Immutable Laws Of Personal BrandingThinkosaur
The document discusses 16 "laws" or principles of branding, including focusing on a niche, building expertise in a category, owning a word in the consumer's mind, maintaining quality perception, promoting the category rather than the brand, having a memorable name, avoiding overextension, welcoming competition, differentiating from generics, focusing on the brand rather than the company, avoiding sub-brands and dilution, launching related brands for new categories, and having a horizontally-shaped logo. The laws provide guidance for both building strong corporate brands and personal brands.
Brand positioning involves designing a brand's offering and image to occupy a distinctive place in a target market's mind. It is about manipulating what is already in the consumer's mind rather than creating something new. Fair & Lovely initially positioned itself as a fairness cream to help young women attract husbands but later focused on empowering women's self-confidence and careers. Cello positioned itself as a high-quality, affordable pen brand for people of all ages from students to professionals. Vicks Vaporub positioned itself around a mother's love and touch therapy to become the top cold relief brand.
The document provides guidance on running a brand workshop to clarify a company's brand strategy. It outlines exercises to determine the company's vision, audiences, value proposition, personality, and design preferences. The workshop is facilitated and includes roles like a decider to make final calls. Exercises include creating a 5-year roadmap, identifying tensions the brand can address, and selecting core values. The goal is to gather input to develop a comprehensive brand foundation document.
Book Summary- Grow: How Ideals Power Growth and Profit at the World's Greates...Omar M. Khateeb
In his book, Grow, Jim Stengel shows how 50 of the highest-performing companies in the world harnessed the power of brand ideals to tower over their competitors – and how your business can, too. Grow presents an actionable framework for developing the roots that are necessary to thrive in the new business climate. Start big or start small, but start now by reading Grow.
This document discusses building a culture of innovation. It notes that innovation is no longer confined to research and development and instead requires collaboration across teams. An innovative culture thrives on optimism, trust, embracing risks and learning from failures. It also notes that innovation comes in many forms, from incremental to revolutionary, and organizations should be careful how they measure success to allow new ideas time to grow. Finally, it states that an innovative culture must be tailored to each individual organization.
This document discusses branding and the customer journey. It outlines 6 key objectives for understanding customers: 1) Know your customer, 2) Know your product, 3) Know your competitors, 4) Know your target market, 5) Know your media channels, and 6) Measure your branding efforts. Each objective provides tips, such as developing a customer persona, positioning your product, conducting competitor analysis, evaluating creative marketing campaigns, and tracking brand awareness over time. The overall message is that strong branding captures customers' hearts to gain their commitment.
This document discusses brand communication strategies. It defines a brand big idea as an expression of customer needs and wants that conveys a brand's purpose. A brand communication idea translates this big idea into language for customers. An advertising idea is a single-minded creative concept used across marketing executions.
It provides examples of brands with big ideas like "Where families share magic" and communication ideas like "Ignite the tiger inside." The document outlines Tiger beer's brand positioning and Asian target audience. Its brand big idea is to make customers "boldly Asian." Its advertising campaign "Tiger Uncage" uses TV ads and events to show millennials bursting free of expectations.
The document discusses several key principles for building and maintaining strong brands, including focusing branding efforts on owning a word in consumers' minds, using publicity over advertising to establish a new brand, narrowing a brand's focus to become a specialist rather than generalist, promoting the brand's category rather than just the brand itself, and maintaining consistency in a brand over time while knowing when it's time to retire or change a brand. Overall, the document emphasizes the importance of having a clear, well-defined brand identity and strategy that remains consistent yet adaptable over the long term.
The document discusses various advertising techniques used to influence consumers. It describes propaganda techniques like bandwagon, testimonials, snob appeal, plain folks, patriotism, facts and figures, expert opinions, logical appeal, glittering generalizations, transfer/emotional appeal, name-calling, and repetition. The goal of these techniques is to attract attention, arouse interest, create desire, and cause action among the targeted audience.
The document discusses branding and the concept of a brand. It defines a brand as not being just a logo, name, or product, but rather a platonic ideal and feeling about a product, service, or expertise. A brand also creates expectations of trustworthy behavior. The document outlines different approaches to branding for mega brands versus small businesses and discusses the four levels of building brand identity, awareness, preference, and generic association. It stresses that effective brand management communicates a company's unique product, service, and why it matters through differentiation.
A brand becomes stronger when it narrows its focus on a specific category rather than expanding into many areas. The birth of a brand is achieved through publicity from being first in a new category, while advertising is needed to maintain brand health and promote leadership within the category. Over time, a successful brand owns a word in the consumer's mind that is synonymous with the category.
Here is a chance to create a "big idea" for your brand, which that big idea is then used through the organization. It would help frame the long range Brand Strategic Road Map, helping to frame the brand promise, strategy, story, freshness and experience behind the brand. That big idea also gets used to tell the brand's story, both internally through vision, values and behaviours, and externally by creating a brand position in the minds/hearts of consumers through mass communication, logos/packaging and the inshore experience.
The document defines a trademark as a name, symbol, or design used to identify and differentiate the goods or services of one seller from others. Trademarks serve to identify the source or maker of a product and provide valuable functions for firms like securing a competitive advantage and better earnings. A trademark can identify a physical good, service, store, person, organization, place, or idea. Positioning involves differentiating a product from competitors based on attributes like reliability, style, technology, or business focus. Successful positioning depends on understanding customers' needs and framing the product accordingly.
With a strong, clear brand, decision-making is easy, your value is clear, and you can charge your worth with confidence and certainty. When you have brand clarity and know exactly who you are selling to, what you need to say, and how to communicate the important details, your sales marketing efforts will become less stressful and more enjoyable.
In this hands-on workshop session, we'll cover what a brand is, the difference between a brand and branding, the difference between branding and marketing, why brand clarity matters, building your reputation, creating an ideal client persona, using emotional brand triggers, creating benefit/risk statements for your marketing, and crafting a powerful brand marketing message.
(Slides used for a 2 hour hands-on branding workshop.)
Workshop to provoke you to think differently and see how a brand’s BIG IDEA reflects the brand’s SOUL and transforms the experience and bond into a REPUTATION
Graham Robertson, President of Beloved Brands Inc., discusses the importance of strategic thinking for marketers. He defines strategic thinkers as those who see "what if" questions before solutions, while non-strategic thinkers see answers before questions. Robertson argues that to be a great marketer, one must be both strategic and tactical. He provides a four stage model for strategic thinking: focus, early win, leverage, and gateway. Applying this model to historical examples like D-Day and marketing examples like Avril Lavigne's 2005 album launch, Robertson argues that focusing energy in the right areas can lead to bigger successes.
The Brand Strategy & Foundation deck I prepared for a real client of mine, Heirloom. Based on the results of our Brand Workshop, I created this deck. To follow the full branding process, please visit http://www.issue89.com/
Brand Positioning and Branding Brand Positioning and BrandingBrand Positioning and BrandingBrand Positioning and BrandingBrand Positioning and BrandingBrand Positioning and BrandingBrand Positioning and BrandingBrand Positioning and BrandingBrand Positioning and BrandingBrand Positioning and BrandingBrand Positioning and BrandingBrand Positioning and BrandingBrand Positioning and BrandingBrand Positioning and BrandingBrand Positioning and BrandingBrand Positioning and Branding Brand Positioning and BrandingBrand Positioning and Branding Brand Positioning and Branding Brand Positioning and Branding Brand Positioning and Branding Brand Positioning and Branding Brand Positioning and Branding Brand Positioning and Branding Brand Positioning and Branding Brand Positioning and Branding Brand Positioning and Branding Brand Positioning and Branding Brand Positioning and Branding Brand Positioning and BrandingBrand Positioning and BrandingBrand Positioning and BrandingBrand Positioning and BrandingBrand Positioning and BrandingBrand Positioning and BrandingBrand Positioning and BrandingBrand Positioning and BrandingBrand Positioning and BrandingBrand Positioning and BrandingBrand Positioning and BrandingBrand Positioning and BrandingBrand Positioning and BrandingBrand Positioning and BrandingBrand Positioning and BrandingBrand Positioning and BrandingBrand Positioning and BrandingBrand Positioning and BrandingBrand Positioning and BrandingBrand Positioning and BrandingBrand Positioning and BrandingBrand Positioning and BrandingBrand Positioning and BrandingBrand Positioning and BrandingBrand Positioning and BrandingBrand Positioning and BrandingBrand Positioning and BrandingBrand Positioning and BrandingBrand Positioning and BrandingBrand Positioning and BrandingBrand Positioning and BrandingBrand Positioning and BrandingBrand Positioning and BrandingBrand Positioning and BrandingBrand Positioning and BrandingBrand Positioning and BrandingBrand Positioning and BrandingBrand Positioning and BrandingBrand Positioning and BrandingBrand Positioning and BrandingBrand Positioning and BrandingBrand Positioning and BrandingBrand Positioning and BrandingBrand Positioning and BrandingBrand Positioning and BrandingBrand Positioning and BrandingBrand Positioning and BrandingBrand Positioning and BrandingBrand Positioning and BrandingBrand Positioning and BrandingBrand Positioning and BrandingBrand Positioning and BrandingBrand Positioning and BrandingBrand Positioning and BrandingBrand Positioning and BrandingBrand Positioning and BrandingBrand Positioning and BrandingBrand Positioning and BrandingBrand Positioning and BrandingBrand Positioning and BrandingBrand Positioning and BrandingBrand Positioning and BrandingBrand Positioning and BrandingBrand Positioning and BrandingBrand Positioning and BrandingBrand Positioning and BrandingBrand Positioning and BrandingBrand Positioning and BrandingBrand Positioning and BrandingBrand Positioning and BrandingBrand Positionin
Are you a Challenger Brand? Check out what DirectionGroup's Geraint Holliman has to say about what a Challenger Brand truly means today. Content is based on the best selling book Eating the Big Fish: How Challenger Brands Can Compete Against Brand Leaders by Adam Morgan.
Let us know what you think.
This 5-step process outlines developing a big idea for marketing. Step 1 is understanding the context and problem. Step 2 is identifying the core problem to be solved. Step 3 examines why the problem exists based on physical, economic, social and technological factors. Step 4 defines the single-minded proposition addressing the problem. Step 5 develops an umbrella idea, not just a tactic, to deliver the proposition through various media and tactics. The process emphasizes clearly defining the problem and focusing the idea on a concise single message people will remember.
This was presented in a B school classroom about 3 years ago, to explain positioning as a concept, Madonna was used as an example to show what is positioning and how it works. It was accompanied with clippings from Madonna's music videos to showcase the changes in her positioning over the years.
The 22 Immutable Laws Of Personal BrandingThinkosaur
The document discusses 16 "laws" or principles of branding, including focusing on a niche, building expertise in a category, owning a word in the consumer's mind, maintaining quality perception, promoting the category rather than the brand, having a memorable name, avoiding overextension, welcoming competition, differentiating from generics, focusing on the brand rather than the company, avoiding sub-brands and dilution, launching related brands for new categories, and having a horizontally-shaped logo. The laws provide guidance for both building strong corporate brands and personal brands.
This is book review on 'MARKETING WARFARE', a Marketing Bestseller by Al Ries and Jack Trout the duo authors of book 'Positioning'. This book explains how 'Marketing is also a war played on the battlefield of 'Customer's minds'.
Brand positioning involves strategically owning a piece of the consumer's mind through differentiation. There are various approaches to positioning discussed in the document, including one-way positioning of being #1 in an important attribute, three-way positioning across product leadership, operational excellence, and customer intimacy, and five-way positioning across product, price, ease of access, value-added service, and customer experience. Effective positioning simplifies messaging for consumers given the limitations of human memory and frames a brand in relation to its competitors on the "ladders" that consumers use to rank brands in different categories in their minds.
1) The document discusses lessons learned by Drew Houston, co-founder and CEO of Dropbox, about how they applied lean startup principles and grew Dropbox from 100,000 users to millions without traditional marketing.
2) Early on, Dropbox got feedback directly from users through a screencast and beta launch video which helped them learn. Their public launch focused on making users happy rather than traditional marketing plans.
3) Experiments with paid search, affiliates and other traditional tactics failed, but Dropbox continued growing through word-of-mouth as they encouraged sharing and referrals between users.
4) Dropbox's success showed that best practices don't always work and it's important to understand your market type and how your product fits
The document outlines 22 immutable laws of branding, including that a brand becomes stronger when it narrows its focus, publicity rather than advertising is important for building a new brand initially, a brand should strive to own a word in the consumer's mind, and quality alone does not build brands but is reinforced through price and features. It also discusses laws around promoting the category rather than just the brand, using consistent branding over decades, and maintaining a brand's single-minded concept.
The document provides 7 steps for developing a brand that gets noticed: 1) Know your customers on a deeper level beyond demographics; 2) Let customers get to know you by sharing your personality and interests; 3) Empower employees to represent your brand culture; 4) Optimize your messaging for mobile devices that customers use; 5) Deliver relevant content to customers when and where they need it; 6) Develop a consistent brand image across all campaigns; 7) Let customers help shape your brand image through user-generated content. The overall message is that brands must understand customer needs, build relationships, communicate across preferred platforms, and engage customers to break through advertising noise.
Positioning The Battle For Your Mind by Al Ries & Jack TroutSameer Mathur
Advertising is a brutal business where mistakes can be costly and positioning is a major part of advertising. Positioning is not what you do to a product but it is what you do to the mind of the prospect. The book explains how to get into the mind of your target customers. Read the summary of the book created by Prof. Sameer Mathur.
This document summarizes 12 practical business lessons from social psychology research. It discusses concepts like the foot-in-the-door phenomenon, where agreeing to a small request makes one more likely to agree to a larger request later. It also covers the door-in-the-face technique, where an unreasonable initial request makes a subsequent, reasonable request seem smaller by comparison. Finally, it discusses factors like primacy and recency effects in recall, cognitive dissonance in changing attitudes to match behaviors, and the importance of perceived expertise and trustworthiness when persuading others.
30 min guide: Discover the ZEN of B2B marketingAnders Lindgren
The formula is as powerful as it is simple. To reach and captivate your most likely buyers in our new digital service economy, simply be more precise and more human in your communication.
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Book review by Al Ries and Jack Trout
1. MARKETING MANAGEMENT II
Positioning: AL Ries
And Jack Trout
Literature Review: The concept of positioning applies to products in a broad sense.
Services, tourist destinations, countries, and even careers can benefit from a well-developed
positioning strategy that focuses on a niche that is unoccupied in the mind of the consumer
or decision-maker.
Submitted by Group 6:
Ashish Sahoo
Ashish Acharya
Deepika Agarwal
Mayank Maroo
Mayur Kumar Patel
V.Kundan
SRI SRI UNIVERSITY
2. Executive Summary
F
ailure to communicate is the single most commonly used reason that people give to their
problems. In positioning Al Ries and Jack Trout discuss the problems that occur daily in
communication, not just in business but in society as a whole. We are the worlds most
over communicated society and there is only so much a person or prospect can process. Each
year we send or are sent more and more information and we steadily receive less of it.
Positioning which is a form of better communication that works for products, services,
companies, and even for people. Positioning is what you do to the mind of the intended prospect,
not what you do to the product itself. One of the best ways to position anything is to be first to
establish that vacant position in the mind of the prospect. If you and a companion made love for
the first time together then you will always occupy a position in their mind. A question that the
author’s asked in the book was: Who was the first person to fly across the Atlantic? Many people
know its Charles Lindbergh. Who was the second person to do it? No one really knows, even if
the second pilot was a better pilot! Charles Lindbergh had made a permanent position in the
mind of people. With today’s high volume of communication you have to select just the material
that you know will not just get to the prospect but in the prospect’s mind. You don’t look for
solutions to products in your own mind or in the product itself, but in the mind of the prospect.
How do they see your product? If they see it as second best, you can’t advertise it as first. If the
customer is always right, then isn’t the sender may be wrong? You have to focus on the
perceptions of people. And still it is important to remember that less is more today in your
message. An average newspaper weighs about four pounds and contains over 500,000 words. For
a person to read the entire paper front to back at a normal reading speed it would take almost 28
hours. How much information is getting through to people and how much of it is being retained?
Timing is also a key element of communication and positioning. You never get a second chance
with a product, company, or even as a person to make a first impression. Communication should
not take place until you are ready to position yourself for the long run. Also you have to find the
best form of media to extend your desired position to prospects. In past years we can all agree
that the wave of advertising output and methods have grown rapidly, but has our knowledge of
the products matched the growth? Let’s say if per capita consumption of advertising equals
fifteen times as much as it did a decade ago. We wouldn’t know fifteen times as much about the
products that are being advertised. This is called sensory overload, our brains can only take so
much before they shut down. Another key part of positioning strategy involves the right place
and time. When two people meet each other and end up falling in love, it requires an open
window (vacant spot) and both individuals being receptive to the idea. The same type of situation
has to occur when you position a product. It is also important to realize that the human mind best
accepts information that matches its current state of mind and views. An interesting example the
authors mentioned was if a Republican and Democrat read a controversial passage, they would
use the same facts in the article to support their different states of mind. Positioning is a book
Positioning: Al Ries & Jack Trout Page 1
3. that will help any company or person who is trying to beat competition and gain recognition in
todays over crowded marketplace and society.
Things Managers Need to Know from Positioning
Positioning is a better form of communication in business and society in general.
Positioning is reaching and filling a vacant spot in the mind of the prospect. You can
position nearly anything: company, product, even yourself. The start to this process is not
looking at what’s in your mind or the product itself, but in the mind of the intended
prospect and their perceptions.
One of the most effective ways to position a product is to be first. Many people know
Charles Lindbergh was the first man to fly across the Atlantic. Who was second? No one
knows or really cares, even if the second pilot was better because Charles Lindbergh
established a position in the minds of people.
Today, timing and “more=less” is the approach to take when positioning. You shouldn’t
communicate with prospects until you are ready to release your long term positioning
strategy. Also in our highly over communicated society it is important to remember more
is less in a message.
People see what they want to see. In taste test people have put inexpensive California
brands of wine in 50 year old bottles of French Burgundy. Of course, respondents were
more favorable of the cheap wine taste since it was in the old French bottle.
Why is it hard to take leadership away from the top positioned company? One, they are in
the mind of the prospect as number one, stores are going to stock more of leading brands,
and winning companies attract outstanding employees. As a leader, don’t keep saying
you’re number 1 if people know it, it shows insecurity. What you should do is reiterate
the original concept. Coke calls itself the “real thing” because it is and it was first before
a bunch of imitations that try to copy something great.
To reposition a competitor you can’t be afraid of conflict. When Tylenol successfully
repositioned aspirin, it started its ad by listing all the side effects on the back of the
aspirin bottle before even mentioning its own brand. It related itself to a product that was
already in the minds of people.
One of the most important parts of positioning a product is what you name it. A name
should not be too generic but tell the major product benefit Example Head&Shoulders
dandruff shampoo.
Positioning: Al Ries & Jack Trout Page 2
4. To position your product you have to look at the most obvious thing in the mind of the
prospect. Milk Duds positioned itself against candy bars by understanding their product
was enjoyed by their obvious target market (kids) for an obvious reason: the candy lasted
for a longer period of time compared to candy bars. So they used the millions companies
like Hershey's spent on advertising in their favor by running the line “When a candy bar
is only a memory, you’ll still be eating your Milk Duds.”
To position yourself you have to link one concept with yourself, you can’t be everything
to all people. Your success in a company comes from trying many times and succeeding
sometimes rather than only going for sure things. Success usually doesn’t come from
within you have to ride a horse, what can others do for you? Find companies and
industries you can ride and learn from them.
The best way to cope with today’s rapid changes is to not change if you have been
traditionally successful (own an established position in the prospect’s minds). It’s too
hard to keep up with the pace. Establish a positive long term movement and the sun will
shine tomorrow on those who have made the right decision today.
Summary of the book “Positioning” by Al Ries and Jack Trout
Positioning: A battle for Your Mind, by Jack Trout and Al Ries is one of the most famous
marketing books of all time. Their concept of positioning created a new world in advertising that
when used effectively can beat the competition. After reading this book as a group we believe
the book was such a success.The positioning strategy can be applied not only to products, but to
companies, careers, politicians, and even countries.
Information Overload:
Al Ries and Trout explain that while positioning begins with product, the concept really is about
positioning that product in mind of the customer. This approach is needed because consumers are
bombarded with a continuous stream of advertising, with advertiser spending several hundred
dollars annually per customers in the U.S. The customer’s mind react to this high volume of
advertising by accepting only what is consistent with prior knowledge or experience.
It’s quite difficult to change a consumer’s impression once it’s formed. Consumers cope with the
information overload by simplifying and are likely to shut out anything inconstant with their
knowledge and experience. In an over communicated environment the advertiser should present
a simplified message and make that message consistent with what the consumer already believes
by focusing on the perceptions of the consumer rather than on the reality of the product.
Positioning: Al Ries & Jack Trout Page 3
5. What Positioning is all about?
Positioning is all about what reality is. In the past, all organizations and companies would try to
be the most creative and inspiring in their advertising. To be successful you have to touch base
with reality. Jack Trout and Al Ries explain that this can only be done by touching base with
what is already in your prospect’s head. This is the only reality that matters. Why is this
necessary? Today we have become the world’s first over communicated society. Every day we
are exposed to more and more information that we cannot retain or let alone process. One
effective thing to do is focus on narrow targets and realize that the mind only chooses to accept
what it already has a knowing or relation of. You can’t find solutions in your company or your
products, but in the mind of the prospect. How does the customer see my product and why?
The Assault on the Mind:
How much information is getting through to the average American? Over communication has
interfered with our ability to receive and send messages. Trout and Ries mention that the average
American family watches more than seven hours of television a day or 750,000 pictures a day.
We are being pictured to death. This is just one medium we are exposed to and we can only
remember a fraction of the information that is constantly being thrown at us. If the per capita
consumption of advertising was to increase 15 times as much as it is now in the future, we would
not know 15 times more about the products or services trying to reach us. When the first
supermarket in America opened in Cincinnati, it had 60,000 products. No human is capable of
fully organizing and knowing all those products, especially when the average human vocabulary
is only a couple thousand words.
Getting into the mind:
The easiest way of getting into someone’s mind is to be first, it is very easy to remember who is
first and much more difficult to remember who is second .Even if the second entrant offer a
better product ,the first mover has a large advantage that can make up for other shortcoming.
However, all is not lost for products that are not the first. By begin the first to claim a unique
position in the mind the consumer, a firm effectively can cut through the noise level of other
product for example, Miller Lite was not the first light beer, but it was the first to be positioned
as a light beer, complete the name to support that position, Similarly, Lowenbrau was the most
popular German Beer sold in America, but Beck’s Beer successfully carved a unique position
using the advertising.
“You’ve tasted the German beer that’s the most popular in America. Now taste the German beer
that most popular in Germany.”
Positioning: Al Ries & Jack Trout Page 4
6. Consumers rank brands in their minds. If a brand is not number one, then to be successful it
somehow must relate itself to the number one brand. A campaign that pretends that the market
leader does not exist is likely to fail. Avis tried unsuccessfully for years to win customer,
pretending that the number one hertz did not exist. Finally, it began using the line,
“Avis is only number 2 in rent-a-car, so why go with us? We try harder.”
After launching the campaign, Avis quickly became profitable, whether Avis actually tried
harder was not particularly relevant to their success. Rather, consumers finally were able to relate
Avis to Hertz, which was number one in their minds.
Another example is that of the soft drink 7-Up.which was No 3 behind Coke and Pepsi. By
relating itself to Coke and Pepsi as the “Uncola”,7-Up was able to itself in the mind of the
consumer as a desirable alternative to the standard colas.
When there is a clear market leader in the mind of the consumer, it can be nearly impossible to
displace the leader, especially in the short-term. On the other hand, a firm usually can find a way
to position itself in relation to the market leader so that it can increase its market share .It usually
is a mistake, however, to challenge the leader head-on and try to displace it.
Those little ladders in your head:
The human mind only accepts information that matches its current state of mind. Humans also
cannot deal with more than seven units of information at a time. So we try to simplify things by
ranking them. We rank different brands and products in our heads from the superior to the worst.
As a company, it is mostly impossible to try and jump a rung on the ladder in the prospects mind
unless another company seriously screws up, rarely happens. You have to bring out a whole new
product ladder. But it’s hard to relate your new product if the prospect has no room for new
information, so it’s best to relate to the old. Tell what the product is not instead of what it is. You
also have to look at the competitor’s position. Avis was the second place rent-a-car company
next to Hertz. Avis ran the ad “Avis is only No.2, so why go with us? We try harder.” This
position proved highly successful as they were honest, related themselves to Hertz (known
company), and because people tend to have a thing for liking the underdog.
You can’t get there from here:
You can have a great sales force, product, and advertising campaign and still fail miserably if
you can’t create a position. When RCA (Radio Corporation of America) tried to take on IBM
(established leader) in the computer industry they folded and lost 250 million dollars. RCA, not
known for ever making computers tried to go in an industry that they had no shot of creating a
position. They would have been better off to take advantage of whatever positions they had in
the minds of their consumers.
Positioning: Al Ries & Jack Trout Page 5
7. Positioning of a leader:
Historically, the top three brands in a product category occupy market share in a ratio 4:2:1.That
is the number one brand has twice the market share of number two,which has twice the market
share of number two, which has twice the number share of number three. Ries and Trout argue
that the success of a brand is not due to the high level of marketing acumen of the company
itself, but rather, it is due that the company was first in the product category.They use the case of
Xerox to make this point.Xerox was the first plain-paper copier and was able to sustain its
leadership positioning. However, time after time the company failed in other product category in
which it was not first.
Similarly, IBM failed when it tried to compete with Xerox in copier market, and Coco Cola
failed to use Mr.Pibb to take on Dr.Pepper.These examples support the point that the success of a
brand usuallyis due to itsbeginning first in the market rather than the marketing abilities of the
company.The power of the company’s comes from the power of its brand, not the other way
around. With this point in the mind,there are certain things that a market leader should so do to
maintain the leadership position. First,Ries and trout emphasize what it should not do, and that is
boast about being number one. If a firm does so,then customers will think that the firm is
insecure in its position if it must reinforce it by saying so.
If a firm was the firm the first to introduce a product, that the advertising campaign should
reinforce this fact Coca-Cola “the real thing”does just that and implies that other coals are just
imitations. Another strategy that a leader can follow to maintain its position is the multi-brand
strategy.This strategy is to introduce multiple brands rather than changing existing ones that hold
leadership positioning it often is easier and cheaper to introduce a new brand rather than change
the positioning of an existing brand.Ries and trout call this strategy a single position strategy
because each brand occupies a single,unchanging positioning in the mind of the consumers.
Finally,change is evitable and a leader must be willing to embrace change rather than resist
it.When new technology open the possibility of a new market that may threaten the existing
one,a successful firm should consider entering the new market so that it will have the first mover
advantage in it, for example in the past century the New york central railroad lost its leadership
as air travel became possible then company might have been able to maintain its leadership
position had it used its resources to form an airline division.
Sometimes it’s necessary to adopt a broader name order to adapt the change.For example, Haloid
changed its name to Haloid Xerox and later to simply Xerox.This is a typical pattern of changing
Name1 to an expanded Name 1-Name 2,and later to just Name 2.
Products that fail are usually from the company following a leader. They think they can
introduce a product similar and say it’s better. It’s not about being better, but about speed. You
have to introduce products first to get a position in the minds. If every other company is heading
east, sometimes it works to head west.Volkswagen was successful releasing the Beetle because
at this time everyone else was introducing bigger size cars. They ran the simple ad “Think
Positioning: Al Ries & Jack Trout Page 6
8. small.” While there were other small cars on the market they were the first to create a small car
position which became a success.
POSITIONING OF A FOLLOWER:
Second-place companies often are late because they have chosen to spend valuable time
improving their product before launching it. According to Ries and Trout, it is better to be first
and establish leadership. If a product is not going to be first, it then must find an unoccupied
position in which it can be first. At a time when larger cars were popular, Volkswagen
introduced the Beetle with the slogan "Think small." Volkswagen was not the first small car, but
they were the first to claim that position in the mind of the consumer.
Other positions that firms successfully have claimed included:
Age
High price (Mobile 1 synthetic engine lubricant)
Gender (Virginia Slims)
Time of day (Nyquil night-time cold remedy)
Place of distribution (L'eggs in supermarkets)
Quantity (Schaefer - "the one beer to have when you're having more than one."
It most likely is a mistake to build a brand by trying to appeal to everyone. There are too many
brands that already have claimed a position and have become entrenched leaders in their
positions. A product that seeks to be everything to everyone will end up being nothing to
everyone.
Reposition the competition:
To reposition a competitor you have to remove an idea or product out of the consumer’s mind.
The world was first flat in everyone’s mind but a simple observation changed everything. You
can’t be afraid to rumble and undercut an existing concept or product. A famous example was
when Tylenol repositioned aspirin and the millions who were taking the product. Tylenol’s ad
said “For the millions who should not take aspirin” then they listed several of the precautions
associated with aspirin. There was sixty words said before Tylenol even mentioned its product.
The repositioning strategy allowed to Tylenol to grab a position as a safer alternative in the
prospects mind, and allowed them to efficiently become number one. Sometimes, there are no
unique positions to carve out. In such cases, Ries and Trout suggest repositioning a competitor
by convincing consumers to view the competitor in a different way. Tylenol successfully
repositioned aspirin by running advertisements explaining the negative side effects of aspirin.
Consumers tend to perceive the origin of a product by its name rather than reading the label to
find out where it really is made. Such was the case with vodka when most vodka brands sold in
the U.S. were made in the U.S, but had Russian names. Stolichnaya Russian vodka successfully
repositioned its Russian-sounding competitors by exposing the fact that they all actually were
Positioning: Al Ries & Jack Trout Page 7
9. made in the U.S., and that Stolichnaya was made in Leningrad, Russia. When Pringle's new-
fangled potato chips were introduced, they quickly gained market share. However, Wise potato
chips successfully repositioned Pringle's in the mind of consumers by listing some of Pringle's
non-natural ingredients that sounded like harsh chemicals, even though they were not. Wise
potato chips of course, contained only "Potatoes vegetable oil Salt."
As a resulting of this advertising, Pringle's quickly lost market share, with consumers
complaining that Pringle's tasted like cardboard, most likely as a consequence of their thinking
about all those unnatural ingredients. Ries and Trout argue that is usually is a lost cause to try to
bring a brand back into favor once it has gained a bad image, and that in such situations it is
better to introduce an entirely new brand. Repositioning a competitor is different from
comparative advertising. Comparative advertising seeks to convince the consumer that one brand
is simply better than another. Consumers are not likely to be receptive to such a tactic.
The Power of the Name:
A brand's name is perhaps the most important factor affecting perceptions of it. In the past,
before there was a wide range of brands available, a company’s could name a product just about
anything. These days, however, it is necessary to have a memorable name that conjures up
images that help to position the product. Ries and Trout favor descriptive names rather than
coined ones like Kodak or Xerox. Names like DieHard for a battery, Head & Shoulders for a
shampoo, Close-Up for a toothpaste, People for a gossip magazine. While it is more difficult to
protect a generic name under trademark law, Ries and Trout believe that in the long run it is
worth the effort and risk.
In their opinion, coined names may be appropriate for new products in which a company is first
to market with a sought-after product, in which case the name is not so important. Margarine is a
name that does not very well position the product it is describing. The problem is that it sounds
artificial and hides the true origin of the product. Ries and Trout propose that "soy butter" would
have been a much better name for positioning the product as an alternative to the more common
type of butter that is made from milk. While some people might see soy in a negative light, a
promotional campaign could be developed to emphasize a sort of "pride of origin" for soy butter.
Another every day is example is that of corn syrup, which is viewed by consumers as an inferior
alternative to sugar. To improve the perceptions of corn syrup, one supplier began calling it
"corn sugar", positioning it as an alternative to cane sugar or beet sugar. Ries and Trout propose
that selecting the right name is important for positioning just about anything, not just products.
For example, the Clean Air Act has a name that is difficult to oppose, as do "fair trade" laws.
Even a person's name impacts his or her success in life. One study showed that on average,
schoolteacher’s grade essays written by children with names like David and Michael a full letter
grade higher than those written by children with names like Hubert and Elmer. Eastern Airlines
was an example of a company limited by its name. Air travel passengers always viewed it as a
regional airline that served the eastern U.S., even though it served a much wider area, including
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10. the west coast. Airlines such as American and United did not have such a perception problem.
(Eastern Airlines ceased operations in 1991. Another problem that some companies face is
confusion with another company that has a similar name. Consumers frequently confused the tire
manufacturer B.F. Goodrich with Goodyear. The Goodyear blimp had made Goodyear tires well-
known, and Goodyear frequently received credit by consumers for tire products that B.F.
Goodrich has pioneered. Other companies have changed their names to something more general,
and as a result create confusion with other similar-sounding companies. Take for instance The
Continental Group, Inc. and The Continental Corporation. Few people confidently can say which
makes cans and which sells insurance.
The No Name Trap
People tend use abbreviations when they have fewer syllables than the original term. GE is often
used instead of General Electric. IBM instead of International Business Machines. In order to
make their company names more general and easier to say, many corporations have changed
their legal names to a series of two or three letters. Ries and Trout argue that such changes
usually are unwise. Companies having a broad recognition may be able to use the abbreviated
names and consumers will make the translation in their minds. When they hear "GM", they think
"General Motors". However, lesser known companies tend to lose their identity when they use
such abbreviations. Most people don't know the types of business in which companies named
USM or AMP are engaged. The same applies to people's names as well. While some famous
people are known by their initials (such as FDR and JFK), it is only after they become famous
that they begin using their initials. Ries and Trout advise managers who aspire for name
recognition to use actual name rather than first and middle initials. The reason that initials do not
lead to recognition is that the human mind works by sounds, not by spellings. Most companies
began selling a single product, and the name of the company usually reflected that product. As
the successful firms grew in to conglomerates, their original names became limiting. Ries and
Trout advise companies seeking more general names to select a shorter name made of words, not
individual letters. For example, for Trans World Airlines, they favored truncating it simply to
Trans World instead removing all words and using the letters TWA.
Why Los Angeles is often called L.A. and New York is not called N.Y.? Trout and Ries wrote on
a topic called phonetic advantage, which is our simple knack to have shorthand names or
abbreviations for longer syllables. In business, if you want to be well known you can’t use
initials until you are popular and successful. Think about the names of some of the most popular
presidents FDR and JFK. They were popular enough to use initials and it helped with phonetic
shorthand. It is important to make sure that if you go to the initials that you won’t be confused
for another brand, company, person, etc. Sometimes you can carefully select initials to form
acronyms. EX: MADD (Mothers Against Drunk Driving) has been a long time proof that this
method can be effective.
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11. The Free Ride Trap:
A company introducing a new product often is tempted to use the brand name of an existing
product, avoiding the need to build the brand from scratch. For example, Alka-Seltzer named a
new product Alka-Seltzer Plus. Ries and Trout do not favor this strategy since the original name
already in positioned in the consumer's mind. In fact, consumers viewed Alka-Seltzer Plus
simply as a better Alka-Seltzer, and the sales of Alka-Seltzer Plus came at the expense of Alka-
Seltzer, not from the market share of the competition. Some firms have built a wide range of
products on a single brand name. Others, such as Procter and Gamble have selected new names
for each new product, carefully positioning the product in a different part of the consumer's
mind. Ries and Trout maintain that a single brand name cannot hold multiple positions; either the
new product will not be successful or the original product bearing the name will lose its
leadership position. Nonetheless, some companies do not want their new products to be
anonymous with an unrecognized name. However, Ries and Trout propose that anonymity is not
so bad; in fact, it is a resource. When the product eventually catches the attention of the media, it
will have the advantage of being seen without any previous bias, and if a firm prepares for this
event well, once under the spotlight the carefully designed positioning can be communicated
exactly as intended. This moment of fame is a one-shot event and once it has passed, the product
will not have a second chance to be fresh and new.
Ries and Trout stress the importance of having a new name for new products to avoid confusion
or even competing against yourself. Example when Alka-Seltzer wanted to introduce their new
cold remedy idea “Alka-Seltzer PLUS” they figured they would take the free ride on the $20
million dollar a year name Alka-Seltzer. The new product ate into the Alka-Seltzer market
instead of stealing shares from competitors like Dristan andContac. You have to avoid corporate
ego and wanting to slap your company name on everything. Proctor and Gamble is a great
example of a company that understands a new product needs a new name as they make more
money each year than most of America’s advertising agencies combined. A well-known name
got well known because it stood for something else in the minds of prospects. When Heinz tried
to slap their name on ketchup they experienced the “teeter totter” effect. While they became
successful with their ketchup they lost leadership and a lot of market share in their pickle
position which is what Heinz originally stood for. One name is meant to stand for one thing.
The Line Extension Trap
Line extension is often misunderstood. Companies think it is logical to extend based on their
success of one product alone. Example : Dial soap tried to extend into Dial deodorant and didn’t
pick up market share. Companies like this look at their strategy from their point of view our
name will carry us. Instead they need to work backwards and look from the prospects point of
view. This will let you know that line extension will likely blur the prospect’s vision of your
brand. If you have a position like Kleenex it becomes almost generic because it’s so strong.
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12. “Hand me a Kleenex” often heard over hand me a tissue paper. If Kleenex was to start making
toilet paper it would imply to the prospect that they are becoming just another brand name.
Line extensions are tempting for companies as a way to leverage an existing popular brand.
However, if the brand name has become near generic so that consumers consider the name and
the product to be one and the same, Ries and Trout generally do not believe that a line extension
is a good idea.
Consider the case of Life Savers candy. To consumers, the brand name is synonymous with the
hard round candy that has a hole in the middle. Nonetheless, the company introduced a Life
Savers chewing gum. This use of the Life Savers name was not consistent with the consumer's
view of it, and the Life Savers chewing gum brand failed. The company later introduced the first
brand of soft bubble gum and gave it a new name: Bubble Yum. This product was very
successful because it not only had a name different from the hard candy it also had the advantage
of being the first soft bubble gum.
Ries and Trout cite many examples of failures due to line extensions. The consistent pattern in
these cases is that either the new product does not succeed, or the original successful product
loses market share as a result of its position being weakened by a diluted brand name.
When line extension can work
Despite the disadvantages of line extensions, there are some cases in which it is not economically
feasible to create a new brand and in which a line extension might work. Some of the cases
provided by Ries and Trout include:
Low volume product-- if the sales volume is not expected to be high.
Crowded market- if there is no unique position that the product can occupy.
Small ad budget- without strong advertising support, it might make sense to use the house name.
Commodity product-- an undifferentiated commodity product has less need of its own name than
does a breakthrough product.
Distribution by sales reps-- products distributed through reps may not need a separate brand
name. Those sold on store shelves benefit more from their own name.
Line extension can be useful in the short term. When Alka-Seltzer introduces Alka-Seltzer plus,
retailers are going to buy and load up on it. This doesn’t necessarily mean that consumers will as
Trout and Ries say “This will probably give you enough time to hang yourself.” Kraft which was
originally strongly known for cheese, line extended into categories like mayonnaise and salad
dressing and didn’t come close to a top position in those markets. When a name becomes
everything it starts to mean nothing in the mind of the prospect, falling further down the ladder.
Where they are no brands or weak brands, you can line extend, but soon as the competitors arrive
you’re in trouble.
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13. Positioning a company: Xerox
Why would you want to position a company? Who buys a company? When a new employee
accepts a job, that person buys the company which sold itself with recruiting programs, etc. The
company’s that occupy the best positions in the minds of prospective employees usually get
those employees. The same goes for getting investors to buy shares of stock in your company
and the position of your company. When trying to create a position in the mind of the prospect,
whoever it may be, you have to take into consideration the position that people have towards
you. When Ford was trailing GM in the car industry, Ford’s campaign was “Ford has a better
idea”, but the prospect is thinking “if you have better ideas, why aren’t you ahead of GM?” To
be successful, your advertising has to answer the questions that roam the mind of the prospect.
Positioning a country: Belgium
The book also proves you can apply positioning strategies to a country. Sabena Belgian World
Airlines was an airline that took Americans only to one destination: Belgium. While a high end
airline, you can’t convince people to fly with you if you aren’t going where they want. They
needed to position Belgium, just like when you hear France you think wine and the Eiffel Tower.
San Francisco and you think cable cars and golden gate bridge. They created a strategy that
related them to Amsterdam, a popular tourist stop which was ranked 3 stars by Michelin Guides.
Michelin ranked Belgium as having five-3star cities. The campaign that was established was “In
Belgium there are five Amsterdam’s.” Amsterdam and the Michelin Guide which were two
concepts already in the mind of the prospect traveler, helped put Belgium on the map in tourism.
Positioning an Island: Jamaica
When Jamaica was announced open for capital investment, David Rockefeller rounded up 25
American corporate officers to see if the island was worth investing in. They knew they would
have to create a position against competitors like the Bahamas, Puerto Rico, Virgin Islands, and
Bermuda. Jamaica needed a mental picture placed in the minds of prospect travelers. They
started by looking at what images already exist in the minds of people. A connection was made
with the similar landscaping and scenery of Hawaii. The campaign that was launched was
“Hawaii of the Caribbean.” This along with pointing out that Jamaica was a far bigger island
than all its competitors gave the “more to see, more to do” touch.
Positioning a product: Milk Duds
Traditionally, Milk Duds were mainly for teenagers at movie theaters. They wanted to gain
market share by spreading appeal to others, especially the younger kids. The company did what
all good positioning strategies need and found the obvious outlook that was in the mind of the
prospect. They knew that kids were disappointed in the downgraded size of candy bars and how
quickly you could eat one. Kids felt that their time of enjoyment wasn’t worth the money they
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14. spent. The Milk Dud candy was a box of 15 individual slow chew pieces of chocolate candy. So,
they launched a simple campaign that related well to the kids. “When a candy bar is only a
memory, you’ll still be eating your Milk Duds.” This created a position that not only reversed a
bad sales trend, but allowed them to sell more units than ever in its history.
Positioning a Service: Mailgram:
When advertising for a service, it is important that you say everything well, and the way you
intended. An advertisement for Milk Duds should heavily rely on the strength of the visuals. For
a service, you want to make the customers aware of what exactly you are doing and how you are
going to do it.
Positioning a Long Island Bank:
The Long Island Trust bank did research to see where their bank stood amongst the surrounding
banks. When their numbers came back they saw they were ranked last in the amount of branches
they had, their range of services, and their quality of services. Getting those numbers back, The
Long Island Trust Bank knew with their new advertisements they had to address those issues
while continuing to do the things they did well.
Positioning a New Jersey Bank:
The name of this bank is called United Jersey, and the problem with it, is that it is in the shadows
of a lot of the bigger banks that are in New York. With United Jersey being a smaller bank they
need to look and study their competition to let their potential customers know all of their
disadvantages of being a part of a large bank. Some of those disadvantages include bad response
time by big banks in terms of help and having no real relationships.
Positioning a Ski Resort: Stowe:
In this example of positioning, this certain ski resort in Stowe, Vermont is using its notability in
order to help out with advertising. In a magazine, Stowe ski resort was named one of the top 10
ski resorts in the world. Stowe ski resort used this to its advantage with all of its advertisements.
They even talked about how they were the only ski resort on this list on the east coast of North
America. This was another strong point for them.
Positioning the Catholic Church:
Ries and Trout here discuss the difficulties of positioning in the Catholic Church. There were a
lot of communications problems that were going on between the church and these issues need to
be addressed. It is a lot harder to work on your positioning with a religion because churches do
not usually use the same kind of advertisements that companies use.
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15. Positioning yourself and your career
People suffer from the same thing that companies and products do: Trying to be all things to all
people. This creates problems in the minds of people. You have to select something to hold on to
that will make you cut through the prospects mental wall. To be successful you to have to isolate
the concept that you want to use to create a long term position. Your reputation will probably be
better within your company if you try many times and succeed sometimes than if you only try for
things that are for certain. Trying harder in business is rarely your key to being a successful
individual. You have to find a horse to ride, what can others do for you? First, ride your
company. Ask, where is your company going? If nowhere, find a new company. Place your
focus on growing industries. Second, ride your boss. Is your boss going anywhere and what can
this person teach you in business? Thirdly, ride your business friends. Most big breaks in careers
happen because a friend recommended that person. The more friends you have outside your job,
the better the chances are you will end up in a big rewarding position. Fourth, ride an idea, but be
ready to receive ridicule. Never be afraid of conflict. Fifth, ride the faith horse, faith in others
and their ideas. Ray Kroc bought the idea for McDonalds from the McDonald brothers who had
no faith in the idea. Ray Kroc became one of the richest people in America. The sixth and final
horse to ride is yourself. “Like life itself, business is a social activity. As much cooperation as
competition so remembers, the winnings jockeys are not necessarily the lightest, the smartest, or
the strongest. The best jockey doesn’t win the race. The jockey that winds the race is usually the
one with the best horse.”
Positioning your business
What position do you own in the market place, not from the marketing manager’s view. What
position do you want to own? Most failures come from trying to create a position that someone
else owns. Whom must you outgun? Look at the situation not only from the prospect’s view of
your product, but your competitors products as well.
Playing the Positioning Game:
One of the final messages Ries and Trout left us in the book was “words don’t contain meanings.
The meanings are not in the words. They are in the people using the words.” “A word has no
meaning until someone uses it and fills it with meaning.”
Conclusion:
The concept of positioning applies to products in the broadest sense. Services, tourist
destinations, countries, and even careers can benefit from a well-developed positioning strategy
that focuses on a niche that is unoccupied in the mind of the consumer or decision-maker.
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