Positioning

Witty and fast-paced, this book spells out how to position a leader so that it gets into the mind and stays there, position a follower in a way that finds a 'hole' not occupied by the leader, and avoid the pitfalls of letting a second product ride on the coattails of an established one. Revised to reflect significant developments in the five years since its original publication, Positioning reveals the fascinating case histories and anecdotes behind the campaigns of many stunning successes and failures in the world of advertising.

Contents

• 1. What Positioning Is All About.
• 2. The Assault on the Mind.
• 3. Getting Into the Mind.
• 4. Those Little Ladders in Your Head.
• 5. You Can't Get There From Here.
• 6. Positioning of a Leader.
• 7. Positioning of a Follower.
• 8. Repositioning the Competition.
• 9. The Power of the Name.
• 10. The No-Name Trap.
• 11. The Free-Ride Trap.
• 12. The Line-Extension Trap.
• 13. When Line Extension Can Work.
• 14. Positioning a Company: Xerox.
• 15. Positioning a Country: Belgium.
• 16. Positioning an Island: Jamaica.
• 17. Positioning a Product: Milk Duds.
• 18. Positioning a Service: Mailgram.
• 19. Positioning a Long Island Bank.
• 20. Positioning a New Jersey Bank.
• 21. Positioning a Ski Resort: Stowe.
• 22. Positioning the Catholic Church.
• 23. Positioning Yourself and Your Career.
• 24. Positioning Your Business.
• 25. Playing the Positioning Game.
• Index