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Positioning: The Battle for Your Mind
ompanies are focused on building products rather than brands. A product is something made in a factory. A brand is something made in the mind. To be successful today, you have to build brands, not products. And you build brands by using positioning strategies, starting with a good name.
Al Ries • Positioning: The Battle for Your Mind
The basic approach of positioning is not to create something new and different, but to manipulate what's already up there in the mind, to retie the connections that already exist.
Al Ries • Positioning: The Battle for Your Mind
Al Ries and Jack Trout: Positioning: The Battle for Your Mind (McGraw-Hill). Ries