Saturday, May 10, 2008
Positioning - the battle for your mind
My last post reminded me of this book. Written in 1986, 'Positioning - the battle for your mind' still holds true today.
The authors' argument is that we are all very busy and over exposed to so many messages. So brand managers need to focus and stay focused on the 'position' that their brand holds in consumers' minds. If you deviate away from this position, you dilute your brand.
Al Ries and Jack Trout are well regarded authors and have both written several other books. This is easy reading, and while they can be extreme at times with their views, they have some good examples, and they make a lot of sense.