by | Released December 2000 | ISBN: 9780071473170

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. Writing in their trademark witty, fast-paced style, advertising gurus Ries and Trout explain how to: Make and position an industry leader so that its name and message wheedles its way into the collective subconscious of your market and stays therePosition a follower so that it can occupy a niche not claimed by the leaderAvoid letting a second product ride on the coattails of an established onePositioning also shows you how to:Use leading ad agency techniques to capture the biggest market share and become a household nameBuild your strategy around your competition's weaknessesReposition a strong competitor and create a weak spotUse your present position to its best advantageChoose the best name for your productDetermine when, and why, less is moreAnalyze recent trends that effect your positioningRies and Trout provide many valuable case histories and penetrating analyses of some of the most phenomenal successes and failures in advertising history. Revised to reflect significant developments in the five years since its original publication, Positioning is required listening for anyone in business today. Show and hide more

1. Introduction 00:04:57
2. What Positioning is All About 00:07:42
3. The Assault on the Mind (Part 1) 00:06:19
4. The Assault on the Mind (Part 2) 00:05:05
5. Getting Into the Mind (Part 1) 00:07:10
6. Getting Into the Mind (Part 2) 00:06:26
7. Those Little Ladders in Your Head (Part 1) 00:06:16
8. Those Little Ladders in Your Head (Part 2) 00:05:21
9. You Can't Get There From here 00:07:32
10. Positioning of a Leader (Part 1) 00:06:59
11. Positioning of a Leader (Part 2 00:07:41
12. Positioning of a Follower (Part 1) 00:07:28
13. Positioning of a Follower (Part 2) 00:06:56
14. Repositioning the Competition (Part 1) 00:08:09
15. Repositioning the Competition (Part 2) 00:06:13
16. The Power of the Name (Part 1) 00:06:12
17. The Power of the Name (Part 2) 00:07:55
18. The Power of the Name (Part 3) 00:05:28
19. The Free Ride Trap (Part 1) 00:08:49
20. The Free Ride Trap (Part 2) 00:06:11
21. The Free Ride Trap (Part 3) 00:07:31
22. The Free Ride Trap (Part 4) 00:07:41
23. When Line Extension Can Work (Part 1) 00:07:15
24. When Line Extension Can Work (Part 2) 00:08:43
25. Positioning a Company 00:05:41
26. Positioning a Country: Belgium 00:08:34
27. Positioning an Island: Jamaica 00:05:50
28. Positioning a Product: Milk Duds 00:04:53
29. Positioning a Ski Resort: Stowe 00:03:58
30. Positioning the Catholic Church 00:09:07
31. Positioning Yourself in your Career (Part 1) 00:07:21
32. Positioning Yourself in your Career (Part 2) 00:08:06
33. Positioning Your Business (Part 1) 00:05:47
34. Positioning Your Business (Part 2) 00:06:48
35. Playing the Positioning Game (Part 1) 00:05:30
36. Playing the Positioning Game (Part 2) 00:06:42
37. Playing the Positioning Game (Part 3) 00:04:50
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