positioning
When you solve problems, you get customers. When you give people better stories about themselves, you build movements. When you give them something to defend, you create evangelists.
Elan Miller • The dinner party test
Ted Hunt
ted-hunt.comUsers vs. People
Word-of-mouth marketing happens most naturally in tight market subsegments.
April Dunford • Obviously Awesome: How to Nail Product Positioning so Customers Get It, Buy It, Love It
Positioning is a revolutionary idea precisely because it cuts across the other four Ps.
Jack Trout • Positioning: The Battle for Your Mind
Messages would “sound better” in print if they were designed for radio first. Yet we usually do the reverse. We work first in print and then in the broadcast media.
Jack Trout • Positioning: The Battle for Your Mind
Positioning is an organized system for finding a window in the mind. It is based on the concept that communication can only take place at the right time and under the right circumstances.
Jack Trout • Positioning: The Battle for Your Mind
In the positioning era, the single most important marketing decision you can make is what to name the product.
Jack Trout • Positioning: The Battle for Your Mind
The essence of positioning is sacrifice. You must be willing to give up something in order to establish that unique position. Nyquil, the nighttime cold medicine, gave up the daytime market. The focus of most marketing operations is just the opposite. They look for ways to broaden their markets by line extension, by size and flavor proliferation, b
... See more