January 2001
Beginner
213 pages
4h 8m
English
Content preview from Positioning: The Battle for Your MindBecome an O’Reilly member and get unlimited access to this title plus top books and audiobooks from O’Reilly and nearly 200 top publishers, thousands of courses curated by job role, 150+ live events each month,
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8Repositioning the competition
There comes a time when you can’t find a creneau. With hundreds of variations in each product category on the market, the chances of finding an open hole today are very slim.
For example, take your average supermarket, with 12,000 different products or brands on display. That means a young person has to sort out and catalog 12,000 different names in his or her head.
When you consider that the average college graduate has a speaking vocabulary of only 8000 words, you can see the problem.
The kid spends 4 years in a university and ends up 4000 words down.
Creating your own creneau
With a plethora of products in every category, how does a company use advertising to blast its way into the mind? The basic underlying ...
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