Publisher's Synopsis
THE POSITIONING "MISSING MANUAL"Since the publishing of Positioning, by Ries and Trout, Brand Positioning has become the most used concept in marketing. Without Brand Positioning, all marketing money is ineffective at best, and mostly wasted. With Brand Positioning, you know exactly what to say in your marketing.Brand Positioning is a simple and effective model to build a brand and be perceived different from your competitors.Recently, Brand Positioning has become "usable" by small business thanks to the internet that allows any business to do advertising.For this reason, today it is even more relevant than in the past. And for a larger number of business.The problem with Brand Positioning?It has always been a marketing strategy for big business, big ad agencies and big budgets. So there has never been much attention to teach "how to do" it for the small entrepreneur or consultant.Brand Positioning Formula has been written to solve this problem. This is the first, practical manual to learn how to do Brand Positioning. The formula you will learn in this book has been tested in almost 30 years with hundreds of business and markets. With this formula you will learn...- How to evaluate objectively how you stand compared to competitors- How to find an effective "Differentiating Idea" and how to avoid ineffective ideas- How to test your Brand Positioning to be sure it is effective- How to control that your marketing is effective in communicating your Brand PositioningAnd in this book you will get some unique advice from the inventor of Positioning, Jack Trout in an exclusive interview.No theory, no fluffy "branding stuf", just hands-on practice. And the Brand Positioning Formula really works even for small businesses with small budgets.A manual for entrepreneurs, consultants and ad agencies, to learn the incredibly effective strategy of "positioning your brand against competitors" in your customer's mind.This is really the "missing manual" of Positioning: the only practical formula to use it with a step-by-step approach.
