Better than Best

In an overcommunicated society, how can you make your voice heard? You need positioning.

Positioning is NOT about changing your product. It’s about finding a position for your product in the mind of your target audience.

How has this idea changed advertising? Now, instead of superlatives, we use comparatives.

Example: Ajax isn’t “The World’s Best Detergent,” it’s “Stronger Than Grease.”

“Positioning has changed the way the advertising game is being played today.”

— Al Ries & Jack Trout

Want to know more? Positioning: The Battle for Your Mind is available on Amazon.

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Ries, Al, and Jack Trout. Positioning: The Battle for Your Mind. New York: McGraw-Hill, 1986. Print.