Positioning: The Battle for Your Mind

The mind rejects new information that doesn’t “compute.” It accepts only that new information which matches its current state of mind. It filters out everything else.

Today, communication itself is the problem. We have become the world’s first overcommunicated society. Each year, we send more and receive less.

What position do you want to own?

This, of course, is the essence of positioning. To make your brand name stand for the generic.

But name changing is rare, in spite of the logic. Most companies are convinced they have too much equity in their present name. “Our customers and employees would never accept a new name.”

The first automobile, for example, was called a “horseless” carriage, a name which allowed the public to position the concept against the existing mode of transportation.

Always try to work for the smartest, brightest, most competent person you can find.

Line extension seems so intuitively right that company after company falls into the trap.

The factory creneau One common mistake in looking for creneaus is filling a hole in the factory rather than one in the mind.