Let’s Discuss Positioning: The Battle for Your Mind (Ries & Trout 1981) - Idea Diary Ep.216

In Episode 216 of Idea Diary - Today, I ramble about Al Ries and Jack Trout’s book, “Positioning” from 1981!
Chapter 1: What Positioning Is All About
Positioning is not about creating something new, it's about manipulating what the people already think, It's about bridging your product's communication design and reputation with what already exists. Keep The Message Simple! Don't try to change someone's mind. It's impossible to change. FOCUS your brand. Be honest. Own a word in the mind of the consumer, and have a visual hammer! Look for your branding positioning solution in the customer's mind. Position is to accept perceptions, then restructure those perceptions to create this position you desire.
Chapter 2: The Assault on the Mind -Messages get lost in the number of media platforms we have in 1981, Just think about how much easier it is to get lost in the era of the internet and social media.
Chapter 3: Getting into the Mind -Communication can only happen in the right place at the right time. Be the first or think of a new category to be #1 Spot on the ladder. Don't name your brand something generic.
Chapter 4: Those Little Ladders in Your Head -The mind has no room for new stuff, unless it is related to something old and familiar. #1 Spot is first. Be proud to be #2 Spot. Own a word in the mind of the consumer, and have a unique position on the ladder of your category. Like BMW chose to focus on being the best car to drive within the import car category, and won the #1 Spot with that focus.
Chapter 5: You Can’t Get There from Here -Don't Fight Facts! Sometimes it's going to happen from the point you are at. Start over, or forget it.
Chapter 6: Positioning of a Leader -Leaders should not try to drive competitors out of business. Create a new category if you can to be number one, or be happy being #2. Only 2 brands will dominate a category. Strategy and tactics will define and differentiate your business, and Press will make your business exist.
Chapter 7: Positioning of a Follower - Copycat products fail to achieve reasonable sales goals. Being "better" than your competitor doesn't work. Look for blindspots of competitors, and create and market your brand based on that. Focus, and do not try to appeal to everyone. For example, Southwest Airlines decided to focus on being affordable over focusing on being a fancy airline, and they consistently had profits once they did that.
Chapter 8: Repositioning the Competition - To create a new idea or product, you must move old ideas out. Being "better" than your competitor is not effective advertising. When creating something new, compare it to something old. Like Sugar-Free products mentions "sugar," but the product has no sugar. The first car was called "horseless carriage" which was a reference to what a car was before there was a car.
Chapter 9: The Power of the Name A name that tells a customer what it is, is a HUGE benefit. Full notes available by contact form at www.valerieaiello.com