May 1997
Intermediate to advanced
173 pages
4h 49m
English
Content preview from The New Positioning: The Latest on the World's #1 Business Strategy
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129
Naming
a Category
T
his may surprise you, but a good bit of our time over the
years has been spent figuring out exactly what it is that
people are trying to sell. In other words, trying to name the
the category.
Companies, large and small, have a very tough time
describing their product, especially if it’s a new category and a
new technology.
Or else they describe it in terms that are very confusing,
dooming the effort right out of the blocks.
The process of positioning a product in the mind must
begin with what the product is. We sort and store information
by category. That’s why if you present a prospect with a con-
fusing category, your chances of getting ...
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