By Al Ries, Jack Trout
“Ries and Trout taught me every thing i do know approximately branding, advertising, and product administration. whilst I had the assumption of constructing a truly huge thematic group on the internet, I first considered Positioning....”—David Bohnett, Chairman and founding father of GeoCities A good-looking variation of the unique 1981 textual content, this twentieth Anniversary variation makes on hand to enterprise and advertising professionals—including tens of hundreds of thousands of Ries and Trout groupies, worldwide—the paintings that eternally replaced the way in which business plan is completed. This new version gains statement from the authors that gives clean perception into why “positioning” a product in a potential customer’s brain remains to be an important process in enterprise, and comprises various examples of campaigns that undefined, or didn’t keep on with, Ries and Trout’s pondering.
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Extra resources for Positioning: The Battle for Your Mind, 20th Anniversary Edition
What about cheese? Surely Kraft is a strong name in cheese. And it is. " Terrible spelling and terrible strategy. Â < previous page < previous page page_149 page_15 next page > next page > Page 15 spent $11 million and wound up with one delegate. Whereas virtual unknowns like John Anderson and George Bush wound up with hundreds of delegates. Connally's problem? He was too well known as a wheeler-dealer. " At best, communication in an overcommunicated society is difficult. Yet you are often better off if communication doesn't take place.
Generic" brand names are, of course, close to the edge, so they have to be handled carefully or Uncle Sam will take your goodies away. From a communication point of view, the generic brand name is very efficient. One word serves in place of two. When you have a generic brand name, you can afford to ignore the brand and promote the category. "Coffee keeps you awake? " (You can see the heavy hand of the lawyers at work here. " Bayer didn't give up. After the failure of the Bayer non-aspirin brand, they launched the Bayer Select line.
Each extension of the Bayer line undercuts the brand's aspirin position. Â < previous page < previous page page_132 page_133 next page > next page > Page 133 As you might expect, Bayer's total share of the analgesic market keeps falling. What's a Protein 21? Perhaps the classic example of the line extension trap is what happened to Protein 21 shampoo. In 1970 the Mennen company introduced a combination shampoo/conditioner called Protein 21, which rapidly carved out a 13 percent share of the shampoo market.