标题：Positioning The Battle for Your Mind
原文：
Positioning Defined
Positioning starts with a product. A piece of merchandi, a rvice, a company, an institution, or even a person. 曾不若孀妻弱子Perhaps yourlf.
But positioning is not what you do to a product. Positioning is what you do to the mind of the prospect. That is, you position the product in the mind of the prospect.
A newer definition: "How you differentiate yourlf in the mind of your prospect."
So it's incorrect to call the concept "product positioning." As if you were doing something to the product itlf.
Not that positioning doesn't involve change. It does. But changes made in the name, the price and the package are really not changes in the product at all.
They're basically cosmetic changes done for the purpo of curing a worthwhile position in the prospect's mind.
Positioning is also the first body of thought that comes to grips with the problems of getting heard in our over communicated society.
How Positioning Got Started
If one word can be said to have marked the cour of advertising in the past decade, the word is "positioning."
Positioning has become the buzzword of advertising and marketing people. Not only in America, but around the world.
打嗝是什么原因引起的Most people think positioning got started in 1972 when we wrote a ries of articles entitled "The Positioning Era" for the trade paper Advertising Age.
Since then, we have given more than 500 speeches on positioning to advertising groups i
n 16 different countries around the world. And we have given away more than 120,000 copies of our "little orange booklet" which reprints the Advertising Age articles.
What Positioning Is All About
How did a hard-ll concept like positioning become so popular in a business noted for its creativity?
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In truth, the past decade might well be characterized as a "return to reality." White knights and black eye patches gave way to such positioning concepts as Lite Beer's "Everything you've always wanted in a great beer. And less."
Poetic? Yes. Artful? Yes. But also a straightforward, clearly defined explanation of the basic positioning premi.
To be successful today, you must touch ba with reality. And the reality that really counts is what's already in the prospect's mind.
To be creative, to create something that doesn't already exist in the mind, is becoming more and more difficult. If not impossible.
The basic approach of positioning is not to create something new and different. But to manipulate what's already up there in the mind. To retie the connections that was already exist.
线下活动策划方案Today's marketplace is no longer responsive to the strategies that worked in the past. There are just too many products, too many companies, and too much marketing noi.
The Easy Way into the Mind
The easy way to get into a person's mind is to be first. You can demonstrate the validity of this principle by asking yourlf a few simple questions.
What's the name of the first person to fly solo across the North Atlantic? Charles Lindbergh, right?
Now, what's the name of the cond person to fly solo across the North Atlantic?
对爱Not so easy to answer, is it?
What's the name of the first person to walk on the moon? Neil Armstrong, of 一诺千金电影cour.
What's the name of the cond?
What's the name of the highest mountain in the world? Mount Everest in the Himalayas, right?
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What's the name of the cond highest mountain in the world?
What's the name of the first person you ever made love with?
What's the name of the cond?
The first person, the first mountain, the first company to occupy the position in the mind is going to be awfully hard to dislodge.
遇笔顺 Kodak in photography, IBM in computers, Xerox in plain-paper copiers, Hertz in rent-a-cars, Coca in cola, General in electric.
What do the brands have in common? They were all the first brands in the mind in their categories. Today the brands are still the leading brands in their categories. "It's better to be first than it is to be better" is by far the most powerful positioning idea.
The first thing you need to "fix your message indelibly in the mind" is not a message at all. It's a mind. An innocent mind. A mind that has not been burnished by someone el's brand.
