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.”
Want to know more? Positioning: The Battle for Your Mind is available on Amazon.
Ries, Al, and Jack Trout. Positioning: The Battle for Your Mind. New York: McGraw-Hill, 1986. Print.