The whole book can be boiled down to 2 key ideas: - The brand that gets in the mind of the consumer first wins. Who makes the best soda?

The best small cars? VW with its Beetle!

Dec 12, 2008 - CHAPTER 19 RIES & TROUT'S PRODUCT LADDER. From Positioning: The Battle for Your Mind, 20th anniversary ed. By Al Ries and Jack. When Al, wrote “Positioning: The Battle for Your Mind” in 1981. Positioning is a totally verbal concept. Tear up your current marketing plan and start fresh. Called “Positioning” authored by Al Ries & Jack Trout appeared in Advertising Age.

The best round chips? Tip: Find a narrow niche and hold it tight! - Line extension is bad (Xerox producing computers in bad, Chevrolet making small cars is bad, even Pantene producing body foam is bad). Tip to companies: Never stray from the business where you are the leader! I read the updated edition of The whole book can be boiled down to 2 key ideas: - The brand that gets in the mind of the consumer first wins.

Who makes the best soda? The best small cars? VW with its Beetle! The best round chips? Tip: Find a narrow niche and hold it tight! - Line extension is bad (Xerox producing computers in bad, Chevrolet making small cars is bad, even Pantene producing body foam is bad).

Tip to companies: Never stray from the business where you are the leader! I read the updated edition of the book that was originally published in the ate 70's. It is fun to read the comments of the authors like: '30 years ago we thought that Time was an awful name for the news magazine, but now we think that it is better than the generic name Newsweek.' - it shows that everything is relative in the world of advertising. This book tells how to establish a position for your products and company in the minds of prospects. The authors say that the essence of positioning is to make your brand name stand for the generic (e.g., Kleenex). I like the advice to start with the position you already have (what you’re already known for), and work to improve from there.

It’s mostly applicable to large companies with large advertising budgets, but most principles can apply to smaller businesses. It’s mostly applicable to product This book tells how to establish a position for your products and company in the minds of prospects. The authors say that the essence of positioning is to make your brand name stand for the generic (e.g., Kleenex). I like the advice to start with the position you already have (what you’re already known for), and work to improve from there. It’s mostly applicable to large companies with large advertising budgets, but most principles can apply to smaller businesses. It’s mostly applicable to products, not services, but most lessons can apply to services. I read this to learn more about positioning.

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I read it because it was recommended by a local restaurateur. I’ve also seen it on lists of marketing books. Below are my notes. Pricing “Charging high prices is not the way to get rich.

Being the first to (1) establish the high price position (2) with a valid product story (3) in a category where consumers are receptive to a high-priced brand is the secret of success.” “The place to establish the high price is in the ads, not in the store. The price (high or low) is as much a feature of the product as anything else.” “There should be no surprises in the store.

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