Let’s Discuss Positioning: The Battle for Your Mind (Ries & Trout 1981) - Idea Diary Ep.216

In Episode 216 of Idea Diary - Today, I ramble about Al Ries and Jack Trout’s book, “Positioning” from 1981!

Some Notes Below:

Chapter 1: What Positioning Is All About

Positioning is not about creating something new, it's about manipulating what the people already think, It's about bridging your product's communication design and reputation with what already exists. Keep The Message Simple! Don't try to change someone's mind. It's impossible to change. FOCUS your brand. Be honest. Own a word in the mind of the consumer, and have a visual hammer! Look for your branding positioning solution in the customer's mind. Position is to accept perceptions, then restructure those perceptions to create this position you desire.

Chapter 2: The Assault on the Mind

Messages get lost in the number of media platforms we have in 1981, Just think about how much easier it is to get lost in the era of the internet and social media.

Chapter 3: Getting into the Mind

Communication can only happen in the right place at the right time. Be the first or think of a new category to be #1 Spot on the ladder. Don't name your brand something generic.

Chapter 4: Those Little Ladders in Your Head

The mind has no room for new stuff, unless it is related to something old and familiar. #1 Spot is first. Be proud to be #2 Spot. Own a word in the mind of the consumer, and have a unique position on the ladder of your category. Like BMW chose to focus on being the best car to drive within the import car category, and won the #1 Spot with that focus.

Chapter 5: You Can’t Get There from Here

Don't Fight Facts! Sometimes it's going to happen from the point you are at. Start over, or forget it.

Chapter 6: Positioning of a Leader

Leaders should not try to drive competitors out of business. Create a new category if you can to be number one, or be happy being #2. Only 2 brands will dominate a category. Strategy and tactics will define and differentiate your business, and Press will make your business exist.

Complete Notes Available on Youtube

Thank you so much for listening today!

#BusinessLifestyle #RiesAndTrout #Positioning

"Idea Diary" is a business lifestyle podcast about creative entrepreneurship. "Idea Diary" focuses on building creative businesses, and chronicles how Valerie Aiello uses multiple skills to create products, illustrations, film, music, and businesses. SHOW DISCLAIMER: EVERY INDIVIDUAL’S OBSTACLES AND SOLUTIONS ARE UNIQUE. THESE TIPS ARE SUGGESTIONS ONLY TO IMPLEMENT IN YOUR SUITABLE OWN WAY. THIS IS NOT LEGAL ADVICE. THIS IS NOT FINANCIAL ADVICE.

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Valerie Aiello is a multi-hyphenate brand expert from Austin, Texas.

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Website: https://www.valerieaiello.com

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