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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21Positioning a ski resort: Stowe
There are over a thousand “name” ski areas in America. Since the mind of the average skier can hold only a fraction of those names, the problem of positioning a ski resort can be difficult.
If your name is Stowe, the problem is greatly simplified. Stowe is already well known. “Stowe is for me the essential Eastern ski village,” said Advertising Age columnist James Brady, “the way Aspen is out west or Val d’Isere is in France or Kitzbühel is in Austria.”
Why a position for Stowe?
With that kind of reputation, why does Stowe need a position? Isn’t it enough to advertise Stowe and let the skier conjure up the Stowe image?
To a certain extent, this is true. The reputation of a product like Steinway or a place like ...
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