Summary: The New Positioning E-Book

BusinessNews Publishing

• Herausgeber: Business Book Summaries
• Kategorie: Fachliteratur
• Sprache: Englisch

Seitenzahl: 36

Veröffentlichungsjahr: 2014

Beschreibung

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.

Leseprobe

Book Presentation The New Positioning by Jack Trout & Steve Rivkin

Book Abstract

Important Note About This Ebook

Summary of The New Positioning (Jack Trout & Steve Rivkin)

Part 1: The Theory of Positioning

Part 2: Positioning Tips and Techniques

Part 3: Positioning Case Studies

Book Presentation The New Positioning by Jack Trout & Steve Rivkin

Book Abstract

MAIN IDEA

Positioning means to concentrate on an idea – or even a word – 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.

Every product or service has attributes that appeal to the marketplace – for example, price, quality, taste, value, ingredients, etc. A company that is positioned will select one of these attributes and align everything it does behind delivering in that specific area. Over time, the consumer will begin to mentally associate that company with the attribute whenever that product is mentioned.

Companies that utilize positioning have a strong edge in the marketplace, because they can focus their marketing messages to drive home one consistent theme. When a company does that successfully and consistently over a period of time, it comes to own that category in the mind of the consumer. In other words, when the consumer thinks of that product category, only one company comes to mind. That’s the ultimate objective of positioning.

Important Note About This Ebook

This is a summary and not a critique or a review of the book. It does not offer judgment or opinion on the content of the book. This summary may not be organized chapter-wise but is an overview of the main ideas, viewpoints and arguments from the book as a whole. This means that the organization of this summary is not a representation of the book.

Summary of The New Positioning (Jack Trout & Steve Rivkin)

Part 1: The Theory of Positioning

Main Idea

Positioning is a game businesses play in a crowded marketplace to make their product stand out from everyone else’s products.

Positioning is played not in the marketplace but in the mind of the consumer. The most important facts to remind yourself about the positioning process are:

Minds are limited in the amount of data they can process.Minds hate confusion or complexity and love simplicity.Minds are insecure – emotional rather than rational.Minds don’t change, so reclaiming an old idea works.Minds can lose focus, so never try line extensions.

Supporting Ideas

Over communication is a fact of life in the late 1990s. There is now more information available than at any other time in history, and new information is flooding into the marketplace. The only problem is that instead of making people smarter, all that information makes them more confused.

With that in mind, the following facts about the mental process are directly relevant to positioning:

Fact #1. Minds are limited.

Marketers love to sit down and craft long, detailed rationales for why a person will benefit from buying their product or service. The only problem is that when they try and present this material to consumers, these potential customers filter it out as noise that should be ignored rather than something important.

There is a big difference between data and information:

Data are “chunks” or “packets” of facts and ideas, without context or structure.Information leads to understanding.

If it makes sense to the consumer, it is information – otherwise, it’s just data – and there’s plenty of that around.

With over communication, people have become highly selective about what information they absorb. Most people have a selective filter mechanism to determine:

What type of information they expose themselves to.Whether to pay attention to whatever they take in.Whether or not to retain or act on what they see or hear.

Then, once information has been gained, its impact on future actions will be dependent on:

How interesting your product is.How emotionally involved people become.The consumer’s past experiences.

In fact, the best formats for communicating marketing messages turn out to be:

Analogies – connect new information with past experiences.A news format – because people are conditioned that way.

Fact #2. Minds hate confusion.

People love simple solutions to complex problems. Therefore, the best marketers don’t try and tell their entire story – that just creates confusion. Instead, they focus on just one single attribute and drive that single message home.