is not what you do to a product; it’s what you do to the mind of the prospect. The goal is to "anchor" your brand in a specific slot in the consumer's brain so that when they think of a category, they think of you first. Key Takeaways from the Book
Our brains have filters to block out the thousands of ads we see daily. To get through, you must use a "sharpened" message. libro posicionamiento al ries y jack troutpdf repack
Before Ries and Trout, marketing was mostly about "features and benefits." They changed the game by claiming that marketing isn’t a battle of products; is not what you do to a product;
These "Netflix for books" subscription services often carry marketing classics like Ries and Trout’s work in their library. To get through, you must use a "sharpened" message
Check if your local or university library offers the ebook for free.
In every product category, there is a mental ladder. Hertz is at the top of car rentals; Avis is second. If you aren't #1, you must relate your brand to the leader (e.g., Avis’s famous "We try harder" campaign).