Positioning. The Battle of Recognition

The book consists of an introduction, 22 chapters, name and subject indexes, as well as an index of companies and brands. To state briefly everything that is contained in this remarkable work, without loss of meaning, is not possible, for the reason of which we will point out only a few interesting ideas that interested us.

A few decades ago, slogans dominated advertising, expressing the superiority and unsurpassability of a product, but in a situation where the excess of firms, products and marketing campaigns is simply unbelievable, and the supply far exceeds demand, the basic principle of positioning was not the creation of something, and the impact on something already in the minds of consumers.

Positioning rules
The first rule is to be the first, where the term "first" includes the totality of its definitions. Anything first always leaves an indelible mark in consciousness. Remember the brands "Coca-Cola", "IBM" - each of them once would be the first in their field, and today everyone knows about them. That's your task is to become the first in your industry.

The key to the success of the company-manufacturer today is precisely the best idea, which can fix a strong position in the consumer's mind for a particular product.