The first book to deal with the problems of communicating to a skeptical, media-blitzed public, Positioning describes a revolutionary approach to creating a "position" in a prospective customer's mind-one that reflects a company's own strengths and weaknesses as well as those of its competitors. Writing in their trademark witty, fast-paced style, advertising gurus Ries and Trout explain how to:
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Make and position an industry leader so that its name and message wheedles its way into the collective subconscious of your market-and stays there
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Position a follower so that it can occupy a niche not claimed by the leader
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Avoid letting a second product ride on the coattails of an established one.
