About this source
The revolutionary approach to creating a position in the mind of the prospective customer that reflects a company's strengths and weaknesses
Frameworks extracted
5 totalSTRmonths
Repositioning the Competition
When no open position exists, create one by reframing the competitor who currently occupies the space in the prospect's mind.
MKTmonths
The Line Extension Trap
Taking a successful brand name and stretching it to new products almost always weakens the original position.
MKTweeks
The Ladder in the Mind
Prospects rank brands on mental ladders — know your rung before you choose your strategy.
STRmonths
The Law of Leadership
It is better to be first in the mind than it is to be better in the marketplace.
MKTmonths
Positioning Strategy
Own a word or concept in the prospect's mind to cut through the noise of an overcommunicated society.