Review
The first edition of this book was published in 1987, but the lessons are as important today as they were 30 years ago. If you can get through the outdated examples, this book gives fantastic advice on how to position a product in an overcrowded market. Highly recommended.
Buy on Amazon.com.
tl;dr
Positioning the product in the mind of the prospect. Not creating something new and different but manipulating what is already there to retie connections that already exist. Do not try to change the mind of the prospect. Oversimplify your message. Select a position that no one else has a firm grip on. Consistency – keep at it year after year. Name should begin the positioning process by telling the prospect what the product’s major benefit is. Avoid initials. Do not use an existing name for really new products. Keep in mind the line-extension trap.
The first rule of positioning is: To win the battle for the mind, you can’t compete head-on against a company that has a strong, established position. You can go around, under or over, but never head to head.
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