Are the Teachings of Trout and Ries Relevant in 2019?
Sign up for free
Listen to this episode and many more. Enjoy the best podcasts on Spreaker!
Download and listen anywhere
Download your favorite episodes and enjoy them, wherever you are! Sign up or log in now to access offline listening.
Description
For decades, marketers have considered the wisdom of Al Ries and Jack Trout to be the gospel of positioning. In their two books, “Positioning: The Battle for Your Mind,” and...
show moreConsumers only have space in their brains for a handful of brands in any one category – say fast food, soft drinks, airlines, or athletic shoes.
The consensus number-one brand is the “defender.” Their job is to stay on top and never even acknowledge that the lesser brands exist. Example: Coca-Cola
The consensus number-two brand is on the “offense.” Their job is to try to knock off number-one with comparisons that make their brand look good. Example: Pepsi and the Pepsi Challenge
The next-level brand or brands are called “flankers.” They are not strong enough to take on those top two brands, so they carve out their own position in the marketplace. Example: Seven-up – The Un-Cola.
But in today’s world of digital disruption, some small, start-up br...
Information
Author | OC Talk Radio |
Organization | OC Talk Radio |
Website | - |
Tags |
-
|
Copyright 2024 - Spreaker Inc. an iHeartMedia Company