Positioning - The Business Theory Of Relativity
Ries and Trout’s classic 1981 book called “Positioning - The Battle For Your Mind” talks about (among other things) positioning your product/service in relation to your competitors’ so that yours are seen in a better light than theirs in some way.
You could be the “No.1″ in your field in terms of sales. Your competitors are not - they could be 2nd or 10th.
You could be the “best” in your field. Like Google in search. For now.
You could be the 2nd best, but you try harder. Like Avis, comparing itself with the leader, admitting it isn’t No.1. And in the process, saying that this is better for you than in their being No.1.
Confused?
You won’t be, after you’ve seen the following ads:
Clear?
Thought so.
Sen Ze
P.S. You can link to this post with the following URL:
http://www.SenZe.com/business-blog/positioning/positioning-the-business-theory-of-relativity.htm
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