Video description
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 there
- Position a follower so that it can occupy a niche not claimed by the leader
- Avoid letting a second product ride on the coattails of an established one
- Use leading ad agency techniques to capture the biggest market share and become a household name
- Build your strategy around your competition's weaknesses
- Reposition a strong competitor and create a weak spot
- Use your present position to its best advantage
- Choose the best name for your product
- Determine when, and why, less is more
- Analyze recent trends that effect your positioning
- Ries 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.
Table of contents
- Introduction 00:04:57
- What Positioning is All About 00:07:42
- The Assault on the Mind (Part 1) 00:06:19
- The Assault on the Mind (Part 2) 00:05:05
- Getting Into the Mind (Part 1) 00:07:10
- Getting Into the Mind (Part 2) 00:06:26
- Those Little Ladders in Your Head (Part 1) 00:06:16
- Those Little Ladders in Your Head (Part 2) 00:05:21
- You Can't Get There From here 00:07:32
- Positioning of a Leader (Part 1) 00:06:59
- Positioning of a Leader (Part 2 00:07:41
- Positioning of a Follower (Part 1) 00:07:28
- Positioning of a Follower (Part 2) 00:06:56
- Repositioning the Competition (Part 1) 00:08:09
- Repositioning the Competition (Part 2) 00:06:13
- The Power of the Name (Part 1) 00:06:12
- The Power of the Name (Part 2) 00:07:55
- The Power of the Name (Part 3) 00:05:28
- The Free Ride Trap (Part 1) 00:08:49
- The Free Ride Trap (Part 2) 00:06:11
- The Free Ride Trap (Part 3) 00:07:31
- The Free Ride Trap (Part 4) 00:07:41
- When Line Extension Can Work (Part 1) 00:07:15
- When Line Extension Can Work (Part 2) 00:08:43
- Positioning a Company 00:05:41
- Positioning a Country: Belgium 00:08:34
- Positioning an Island: Jamaica 00:05:50
- Positioning a Product: Milk Duds 00:04:53
- Positioning a Ski Resort: Stowe 00:03:58
- Positioning the Catholic Church 00:09:07
- Positioning Yourself in your Career (Part 1) 00:07:21
- Positioning Yourself in your Career (Part 2) 00:08:06
- Positioning Your Business (Part 1) 00:05:47
- Positioning Your Business (Part 2) 00:06:48
- Playing the Positioning Game (Part 1) 00:05:30
- Playing the Positioning Game (Part 2) 00:06:42
- Playing the Positioning Game (Part 3) 00:04:50
Product information
- Title: Positioning: The Battle for Your Mind (Audio Book)
- Author(s):
- Release date: December 2000
- Publisher(s): McGraw-Hill
- ISBN: 9780071473170
You might also like
video
Crucial Conversations: Tools for Talking When Stakes Are High, Second Edition (Audio Book)
The New York Times and Washington Post bestseller that changed the way millions communicate “[ Crucial …
video
Personality at Work: The Drivers and Derailers of Leadership (Audio Book)
Personality matters. The actions and interactions between individuals have a huge impact on outcomes in the …
video
Think Better: An Innovator's Guide to Productive Thinking (Audio Book)
There are thousands of books about thinking. But there are very few books that provide clear …
video
Stop Talking, Start Communicating: Counterintuitive Secrets to Success in Business and in Life, with a foreword by Martha Mendoza (Audio Book)
With startling insights and a dash of humor, Stop Talking, Start Communicating combines scientific research with …