Download or read book Summary The New Positioning written by BusinessNews Publishing, and published by Primento. This book was released on 2014-09-29 with total page 28 pages. Available in PDF, EPUB and Kindle. Book excerpt: The must-read summary of Jack Trout and Steve Rivkin's book: "The New Positioning: The Latest on the World's #1 Business Strategy". This complete summary of the ideas from Jack Trout and Steve Rivkin's book "The New Positioning" shows that "positioning" means to concentrate on an idea that defines the company and its products in the minds of consumers, and to avoid the temptation to try and be all things to everybody. In their book, the authors explain that a company that is positioned will select an attribute that appeals to the marketplace and align everything it does behind delivering in that area. Over time, the consumer will begin to mentally associate that company with the attribute whenever that product is mentioned. This summary will teach you how to position your company so that you can gain a strong competitive advantage and be on your way to becoming the top-of-mind brand. Added-value of this summary: • Save time • Understand key concepts • Expand your knowledge To learn more, read "The New Positioning" and discover the key to positioning your company and gaining an edge in the marketplace.

Download or read book Positioning the Brand written by Rik Riezebos and published by Routledge. This book was released on 2012-03-15 with total page 209 pages. Available in PDF, EPUB and Kindle. Book excerpt: Positioning is hot. Not only in the realm of consumer goods manufacturers, but also for other companies, institutions, governments and even individual persons. An explosion of good quality products on the market and targeted media and advertising campaigns has led to an increasing interest from organizations as to how to strategically position their brand. Up to now, only a few books on positioning were published. Positioning the Brand picks up the gauntlet with an approach based on two fundamental choices: Firstly, the book was written from the perspective of the brand manager, and has therefore been shaped as a practical roadmap. Secondly, this book advocates a new stance on positioning, teaching the reader to look from the inside-out, instead of adopting the usual outside-in methodology. This inside-out approach departs from an analysis of the corporate identity, enabling better fulfilment of external positioning, and ensuring internal support. This book is intended for (future) managers, marketing professionals and communication professionals responsible for the commercial success and reputation of a brand. The contents have a practical set-up, reinforced by engaging examples, and enable the reader to individually complete a positioning process.

Download or read book Obviously Awesome written by April Dunford and published by . This book was released on 2019-05-14 with total page 0 pages. Available in PDF, EPUB and Kindle. Book excerpt: You know your product is awesome-but does anybody else? Successfully connecting your product with consumers isn't a matter of following trends, comparing yourself to the competition or trying to attract the widest customer base. So what is it? April Dunford, positioning guru and tech exec, is here to enlighten you.

Download or read book The New Positioning written by and published by . This book was released on 2010 with total page 8 pages. Available in PDF, EPUB and Kindle. Book excerpt:

Download or read book Positioning The Battle for Your Mind written by Al Ries and published by McGraw Hill Professional. This book was released on 2001-01-03 with total page 224 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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: • 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 • Position a follower so that it can occupy a niche not claimed by the leader • Avoid letting a second product ride on the coattails of an established one. Positioning also shows you how to: • Use leading ad agency techniques to capture the biggest market share and become a household name • Build your strategy around your competition's weaknesses • Reposition a strong competitor and create a weak spot • Use your present position to its best advantage • Choose the best name for your product • Determine when-and why-less is more • Analyze recent trends that affect your positioning. Ries and Trout provide many valuable case histories and penetrating analyses of some of the most phenomenal successes and failures in advertising history. Revised to reflect significant developments in the five years since its original publication, Positioning is required reading for anyone in business today.

Download or read book Positioning for Advantage written by Kimberly A. Whitler and published by Columbia University Press. This book was released on 2021-09-07 with total page 327 pages. Available in PDF, EPUB and Kindle. Book excerpt: Most of us have an intuitive sense of superior branding. We prefer to purchase brands we find distinctive—that deliver on some important, relevant dimension better than other brands. These brands have typically achieved positional advantage. Yet few professionals have had the formal training that goes beyond marketing theory to bridge the “theory-doing gap”—understanding the specific techniques and strategies that can be used to create brands that attain positional advantage in the marketplace. Positioning for Advantage is a comprehensive how-to guide for creating, building, and executing effective brand strategies. Kimberly A. Whitler identifies essential marketing strategy techniques and moves through the major stages of positioning a brand to achieve in-market advantage. Introducing seven tools—from strategic positioning concepts to strategy mapping to influencer maps—Whitler provides templates, frameworks, and step-by-step processes to build and manage growth brands that achieve positional advantage. This book presents real-world scenarios, helping readers activate tools to increase skill in creating brands that achieve positional advantage. Brimming with insights for students and professionals alike, Positioning for Advantage helps aspiring C-level leaders understand not only what superior branding looks like but also how to make it come to life.

Download or read book Escaping the Build Trap written by Melissa Perri and published by O'Reilly Media. This book was released on 2018-11-01 with total page 200 pages. Available in PDF, EPUB and Kindle. Book excerpt: To stay competitive in today’s market, organizations need to adopt a culture of customer-centric practices that focus on outcomes rather than outputs. Companies that live and die by outputs often fall into the "build trap," cranking out features to meet their schedule rather than the customer’s needs. In this book, Melissa Perri explains how laying the foundation for great product management can help companies solve real customer problems while achieving business goals. By understanding how to communicate and collaborate within a company structure, you can create a product culture that benefits both the business and the customer. You’ll learn product management principles that can be applied to any organization, big or small. In five parts, this book explores: Why organizations ship features rather than cultivate the value those features represent How to set up a product organization that scales How product strategy connects a company’s vision and economic outcomes back to the product activities How to identify and pursue the right opportunities for producing value through an iterative product framework How to build a culture focused on successful outcomes over outputs

Download or read book How to Launch a Brand 2nd Edition written by Fabian Geyrhalter and published by . This book was released on 2015-12 with total page 122 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book will guide you through the steps necessary to build a brand from the ground up. Each of the key phases of preparing for a brand launch are broken down into practical guidelines designed to help you make the right branding decisions along the way.

Download or read book The 22 Immutable Laws of Marketing written by Al Ries and published by Profile Books(GB). This book was released on 1994 with total page 160 pages. Available in PDF, EPUB and Kindle. Book excerpt: Ries and Trout share their rules for certain successes in the world of marketing. Combining a wide-ranging historical overview with a keen eye for the future, the authors bring to light 22 superlative tools and innovative techniques for the international marketplace.

Download or read book The One Minute Manager Meets the Monkey written by Kenneth H. Blanchard and published by Harper Collins. This book was released on 1989 with total page 148 pages. Available in PDF, EPUB and Kindle. Book excerpt: When a person goes to the boss with a problem and the boss agrees to do something about it, the monkey is off his back and onto the boss's. How can managers avoid these leaping monkeys? Here is priceless advice from three famous experts: how managers can meet their own priorities, give back other people's monkeys, and let them solve their own problems.

Download or read book Thinking in New Boxes written by Luc De Brabandere and published by Random House. This book was released on 2013-09-10 with total page 353 pages. Available in PDF, EPUB and Kindle. Book excerpt: When BIC, manufacturer of disposable ballpoint pens, wanted to grow, it looked for an idea beyond introducing new sizes and ink colors. Someone suggested lighters. LIGHTERS? With an idea that seemed crazy at first, that bright executive, instead of seeing BIC as a pen company—a business in the PEN “box”—figured out that there was growth to be found in the DISPOSABLE “box.” And he was right. Now there are disposable BIC lighters, razors, even phones. The company opened its door to a host of opportunities. IT INVENTED A NEW BOX. Your business can, too. And simply thinking “out of the box” is not the answer. True ingenuity needs structure, hard analysis, and bold brainstorming. It needs to start THINKING IN NEW BOXES —a revolutionary process for sustainable creativity from two strategic innovation experts from The Boston Consulting Group (BCG). To make sense of the world, we all rely on assumptions, on models—on what Luc de Brabandere and Alan Iny call “boxes.” If we are unaware of our boxes, they can blind us to risks and opportunities. This innovative book challenges everything you thought you knew about business creativity by breaking creativity down into five steps: • Doubt everything. Challenge your current perspectives. • Probe the possible. Explore options around you. • Diverge. Generate many new and exciting ideas, even if they seem absurd. • Converge. Evaluate and select the ideas that will drive breakthrough results. • Reevaluate. Relentlessly. No idea is a good idea forever. And did we mention Reevaluate? Relentlessly. Creativity is paramount if you are to thrive in a time of accelerating change. Replete with practical and potent creativity tools, and featuring fascinating case studies from BIC to Ford to Trader Joe’s, Thinking in New Boxes will help you and your company overcome missed opportunities and stay ahead of the curve. This book isn’t a simpleminded checklist. This is Thinking in New Boxes. And it will be fun. (We promise.) Praise for Thinking in New Boxes “Excellent . . . While focusing on business creativity, the principles in this book apply anywhere change is needed and will be of interest to anyone seeking to reinvent herself.”—Blogcritics “Thinking in New Boxes is a five-step guide that leverages the authors’ deep understanding of human nature to enable readers to overcome their limitations and both imagine and create their own futures. This book is a must-read for people living and working in today’s competitive environment.”—Ray O. Johnson, Ph.D., chief technology officer, Lockheed Martin “Thinking In New Boxes discusses what I believe to be one of the fundamental shifts all companies/brands need to be thinking about: how to think creatively, in order to innovate and differentiate our brands. We need to thrive and lead in a world of accelerating change and this book challenges us to even greater creativity in our thinking. One of the best business books I’ve read in a long time.”—Jennifer Fox, CEO, Fairmont Hotels & Resorts “As impressive as teaching new tricks to old dogs, Thinking in New Boxes is both inspirational and practical—a comprehensive, step-by-step guide to sharpening one’s wits in order to harness creativity in the workplace.”—Peter Gelb, general manager, Metropolitan Opera

Download or read book The New Positioning The Latest on the World s 1 Business Strategy written by Jack Trout and published by McGraw Hill Professional. This book was released on 1997-05-22 with total page 192 pages. Available in PDF, EPUB and Kindle. Book excerpt: In the same right-to-the-point, no-nonsense style that was a hallmark of Positioning, this sequel squares off against critical marketing challenges such as how to make sure your message gets through in an era of information overload.

Download or read book How Brands Grow written by Byron Sharp and published by OUP Australia & New Zealand. This book was released on 2010-03-11 with total page 246 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book provides evidence-based answers to the key questions asked by marketers every day. Tackling issues such as how brands grow, how advertising really works, what price promotions really do and how loyalty programs really affect loyalty, How Brands Grow presents decades of research in a style that is written for marketing professionals to grow their brands.

Download or read book Red Queen written by Victoria Aveyard and published by Harper Collins. This book was released on 2015-02-10 with total page 354 pages. Available in PDF, EPUB and Kindle. Book excerpt: The #1 New York Times bestselling series! Red Queen, by #1 New York Times bestselling author Victoria Aveyard, is a sweeping tale of power, intrigue, and betrayal, perfect for fans of George R.R. Martin’s Game of Thrones series. Mare Barrow's world is divided by blood—those with common, Red blood serve the Silver-blooded elite, who are gifted with superhuman abilities. Mare is a Red, scraping by as a thief in a poor, rural village, until a twist of fate throws her in front of the Silver court. Before the king, princes, and all the nobles, she discovers she has an ability of her own. To cover up this impossibility, the king forces her to play the role of a lost Silver princess and betroths her to one of his own sons. As Mare is drawn further into the Silver world, she risks everything and uses her new position to help the Scarlet Guard—a growing Red rebellion—even as her heart tugs her in an impossible direction. One wrong move can lead to her death, but in the dangerous game she plays, the only certainty is betrayal. Discover more wonders in the world of Red Queen with Broken Throne: A Red Queen Collection, a companion novel with stories from fan favorites and new voices, featuring never-before-seen maps, flags, bonus scenes, journal entries, and much more exclusive content! Plus don't miss Realm Breaker! Irresistibly action-packed and full of lethal surprises, this stunning fantasy series from Victoria Aveyard, #1 New York Times bestselling author of the Red Queen series, begins where hope is lost and asks: When the heroes have fallen, who will take up the sword?

Download or read book The Absolute Book written by Elizabeth Knox and published by Penguin UK. This book was released on 2021-03-18 with total page 351 pages. Available in PDF, EPUB and Kindle. Book excerpt: DISCOVER THE ENCHANTING EPIC THAT WILL TRANSPORT YOU TO OTHER WORLDS . . . 'AN INSTANT CLASSIC' GUARDIAN 'BEWITCHING' THE TIMES 'MIND-BLOWING' LAINI TAYLOR 'ASTOUNDING' FRANCIS SPUFFORD 'GORGEOUSLY WRITTEN' DEBORAH HARKNESS _______ Taryn Cornick barely remembers the family library. Since her sister was murdered, she's forgotten so much. Now it's all coming back. The fire. The thief. The scroll box. People are asking questions about the library. Questions that might relate to her sister's murder. And something called The Absolute Book. A book in which secrets are written - and which everyone believes only she can find. They insist Taryn be the hunter. But she knows the truth. She is the hunted . . . _______ The Absolute Book is a tale of sisters, ancient blood, a forgotten library, murder, revenge and a book that might just have the answer to everything. 'An instant classic . . . A work to rank alongside other modern masterpieces of fantasy such as Philip Pullman's His Dark Materials series or Susanna Clarke's Jonathan Strange and Mr Norrell. Everything fantasy should be: original, magical, well read, compelling' GUARDIAN 'Astonishing. Gripping. Hugely ambitious. An extraordinary conclusion. Admire the sheer scope and grandeur' DAILY MAIL 'A marvellous argument for stories. There are Norse gods, references to Merlin, a tour through purgatory and a strange parallel world where magic is real and humans are bit players in the clash of supernatural realms. Bewitching' THE TIMES 'Contains multitudes, spanning the geographies of Canada, Britain and New Zealand; the cosmologies of fairies, demons and angels; and the genres of thriller, domestic realism and epic fantasy . . . I'm in awe of it' NEW YORK TIMES Review of Books 'Intricately plotted and gorgeously written, THE ABSOLUTE BOOK has something for everyone . . . Here is a cinematic tale that is by turns dark and dreamlike, yet ultimately hopeful' DEBORAH HARKNESS, author of A DISCOVERY OF WITCHES 'Fantastical' THE TIMES 'Savour and absorb the world Knox conjures' SUNDAY TIMES 'Gorgeous. The payoffs and reveals are mind-blowing' LAINI TAYLOR, author of DAUGHTER OF SMOKE AND BONE 'An angelic book, an apocalyptic book, an astounding book' FRANCIS SPUFFORD

Download or read book Positioning The Battle for Your Mind 20th Anniversary Edition written by Al Ries and published by McGraw Hill Professional. This book was released on 2000-11-20 with total page 371 pages. Available in PDF, EPUB and Kindle. Book excerpt: “Ries and Trout taught me everything I know about branding, marketing, and product management. When I had the idea of creating a very large thematic community on the Web, I first thought of Positioning....”—David Bohnett, Chairman and Founder of GeoCities A handsome edition of the original 1981 text, this 20th Anniversary Edition makes available to business and marketing professionals—including tens of thousands of Ries and Trout groupies, worldwide—the work that forever changed the way marketing strategy is done. This new edition features commentary from the authors that offers fresh insight into why “positioning” a product in a prospective customer’s mind is still the most important strategy in business, and includes numerous examples of campaigns that followed, or didn’t follow, Ries and Trout’s thinking.

Download or read book The Ad free Brand written by Chris Grams and published by Que Publishing. This book was released on 2012 with total page 299 pages. Available in PDF, EPUB and Kindle. Book excerpt: "Today you can build powerful, enduring brands at amazingly low cost -- without expensive ad campaigns, huge marketing budgets, self-interested outside agencies, or deep specialized expertise. [...] Chris Grams integrates classic brand positioning concepts with 21st century digital strategies, tools, and practices. Grams presents great new ways to collaboratively uncover, communicate, and evolve your ideal brand position, embed it in organizational culture, and work with your brand community to make it come to life. This step-by-step guide will lead you through the entire brand positioning process, while providing all you need to build a winning brand on a tight budget!"--Back cover.