Positioning:

The first book to deal with the problems of communicating to a skeptical, media-blitzed public. This volume 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. 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.