Positioning: The Battle for Your Mind

Author: Al Ries
Publisher: McGraw Hill Professional
ISBN: 0071705872
Category : Business & Economics
Languages : en
Pages : 224

Book Description
The first book to deal with the problems of communicating to a skeptical, media-blitzed public, Positioning describes a revolutionary approach to creating a "position" in a prospective customer's mind-one that reflects a company's own strengths and weaknesses as well as those of its competitors. Writing in their trademark witty, fast-paced style, advertising gurus Ries and Trout explain how to: • Make and position an industry leader so that its name and message wheedles its way into the collective subconscious of your market-and stays there • Position a follower so that it can occupy a niche not claimed by the leader • Avoid letting a second product ride on the coattails of an established one. Positioning also shows you how to: • Use leading ad agency techniques to capture the biggest market share and become a household name • Build your strategy around your competition's weaknesses • Reposition a strong competitor and create a weak spot • Use your present position to its best advantage • Choose the best name for your product • Determine when-and why-less is more • Analyze recent trends that affect your positioning. Ries and Trout provide many valuable case histories and penetrating analyses of some of the most phenomenal successes and failures in advertising history. Revised to reflect significant developments in the five years since its original publication, Positioning is required reading for anyone in business today.

War in the Boardroom

Author: Al Ries
Publisher: Harper Collins
ISBN: 0061973130
Category : Business & Economics
Languages : en
Pages : 310

Book Description
Renowned business gurus Al and Laura Ries give a blow-by-blow account of the battle between management and marketing—and argue that the solution lies not in what we think but in how we think There's a reason why the marketing programs of the auto industry, the airline industry, and many other industries are not only ineffective, but bogged down by chaos and confusion. Management minds are not on the same wavelength as marketing minds. What makes a good chief executive? A person who is highly verbal, logical, and analytical. Typical characteristics of a left brainer. What makes a good marketing executive? A person who is highly visual, intuitive, and holistic. Typical characteristics of a right brainer. These different mind-sets often result in conflicting approaches to branding, and the Ries' thought-provoking observations—culled from years on the front lines—support this conclusion, including: Management deals in reality. Marketing deals in perception. Management demands better products. Marketing demands different products. Management deals in verbal abstractions. Marketing deals in visual hammers. Using some of the world's most famous brands and products to illustrate their argument, the authors convincingly show why some brands succeed (Nokia, Nintendo, and Red Bull) while others decline (Saturn, Sony, and Motorola). In doing so, they sound a clarion call: to survive in today's media-saturated society, managers must understand how to think like marketers—and vice versa. Featuring the engaging, no-holds-barred writing that readers have come to expect from Al and Laura Ries, War in the Boardroom offers a fresh look at a perennial problem and provides a game plan for companies that want to break through the deadlock and start reaping the rewards.

REPOSITIONING: Marketing in an Era of Competition, Change and Crisis

Author: Jack Trout
Publisher: McGraw Hill Professional
ISBN: 0071637109
Category : Business & Economics
Languages : en
Pages : 225

Book Description
The book that completes Positioning . . . Thirty years ago, Jack Trout and Al Ries publishedtheir classic bestseller, Positioning: The Battle for YourMind—a book that revolutionized the world of marketing.But times have changed. Competition is fiercer.Consumers are savvier. Communications are faster. Andonce-successful companies are in crisis mode. Repositioning shows you how to adapt, compete—andsucceed—in today’s overcrowded marketplace. Globalmarketing expert Jack Trout has retooled his mosteffective positioning strategies—providing a must-havearsenal of proven marketing techniques specificallyredesigned for our current climate. With Repositioning,you can conquer the “3 Cs” of business: Competition,Change, and Crisis . . . BEAT THE COMPETITION: Challenge your rivals,differentiate your product, increase your value,and stand out in the crowd. CHANGE WITH THE TIMES: Use the latesttechnologies, communications, and multimediaresources to connect with your consumers. MANAGE A CRISIS: Cope with everything fromprofi t losses and rising costs to bad pressand PR nightmares. Even if your company is doing well, these cutting-edgemarketing observations can keep you on top of your gameand ahead of the pack. You’ll discover how expandingproduct lines may decrease your overall sales, why newbrand names often outsell established brands, and whyslashing prices is usually a bad idea. You’ll learn thedangers of attacking your competitors head-on—andthe value of emphasizing value. You’ll see how consumerscan have too many choices to pick from—and whatyou can do to make them pick your brand. Drawing from the latest research studies, consumer statistics,and business-news headlines, Trout reveals thehidden psychological motives that drive today’s market.Understanding the mindset of your consumers is halfthe battle. Winning in today’s world is often a matter ofrepositioning. It’s how you rethink the strategies you’vealways relied on. It’s how you regain the success you’veworked so hard for. It’s how you win the new battle ofthe mind.

Obviously Awesome

Author: April Dunford
Publisher:
ISBN: 9781999023003
Category : Business & Economics
Languages : en
Pages : 0

Book Description
You know your product is awesome-but does anybody else? Successfully connecting your product with consumers isn't a matter of following trends, comparing yourself to the competition or trying to attract the widest customer base. So what is it? April Dunford, positioning guru and tech exec, is here to enlighten you.

Bottom-up Marketing

Author: Al Ries
Publisher: Plume Books
ISBN: 9780452264182
Category : Business & Economics
Languages : en
Pages : 244

Book Description
From the bestselling authors of Marketing Warfare comes another winner that turns conventional views of marketing upside-down, presenting a step-by-step approach to turn an effective tactic into an overall business strategy.

Jack Trout on Strategy

Author: Jack Trout
Publisher: McGraw Hill Professional
ISBN: 0071437940
Category : Business & Economics
Languages : en
Pages : 177

Book Description
Publisher Description

Brand Thinking and Other Noble Pursuits

Author: Debbie Millman
Publisher: Skyhorse Publishing Inc.
ISBN: 1581158645
Category : Biography & Autobiography
Languages : en
Pages : 337

Book Description
"This engaging and highly informative book presents twenty interviews with the world's leading designers, anthropologists and innovators in the field of branding. In a series of illuminating, spirited conversations with preeminent global brand designer Debbie Millman, these influential figures share their take on how and why humans have branded the world around us, and the ideas, inventions, and insight inherent in this process"--Provided by publisher.

Focus

Author: Al Ries
Publisher: Harper Collins
ISBN: 0060799900
Category : Business & Economics
Languages : en
Pages : 324

Book Description
What's the secret to a company's continued growth and prosperity? Internationally known marketing expert Al Ries has the answer: focus. His commonsense approach to business management is founded on the premise that long-lasting success depends on focusing on core products and eschewing the temptation to diversify into unrelated enterprises. Using real-world examples, Ries shows that in industry after industry, it is the companies that resist diversification, and focus instead on owning a category in consumers' minds, that dominate their markets. He offers solid guidance on how to get focused and how to stay focused, laying out a workable blueprint for any company's evolution that will increase market share and shareholder value while ensuring future success.

Differentiate Or Die

Author: Jack Trout
Publisher: John Wiley & Sons
ISBN:
Category : Business & Economics
Languages : en
Pages : 248

Book Description
Now that product differences are rapidly and easily copied, or are perceived to be minimal, differentiating a company's products and services from the competition has become key to corporate survival. Marketing guru Jack Trout delivers a practical guide for businesses on developing powerful differentiation strategies.

Mind Monsters

Author: Kevin Gerald
Publisher: Charisma Media
ISBN: 1616387386
Category : Body, Mind & Spirit
Languages : en
Pages : 131

Book Description
Every day we are bombarded with negative messages--from society, the media, and even from self-talk in our own minds. Take a minute to think about these questions: Do you lack peace because of your perspective? Do you focus on the problems around you? Do you have trouble recognizing the good things in your life? Do you feel despair or depression, despite your blessings? Answering yes to questions like these is evidence of mind monsters. Mind monsters are those negative thoughts we all battle, the creeping shadows in the corners of our minds that feed our insecurities, worries, and fears. They will steal your life...if you let them. But there is good news! You can take control. In Mind Monsters Kevin Gerald shows you how to recognize destructive thoughts, take them captive, and use biblical truths to overcome them. Today you have a choice: Will you allow your mind monsters to take up residence, affecting who you are and God’s plan for your life, or will you conquer them and experience a life that is positive, abundant, joyful, and overflowing with peace?