Positioning: The battle of the minds
Advertising and marketing guru Jack Trait and Al Ries emphasizes the importance and need to position a product in consumers mind. In one of their best selling book Positioning: The battle of minds, they articulate that it is impossible to change consumers perception regarding a brand, company or products. Marketing managers thus should focus on positioning their brand based on its position held by its consumers. Marketers should make sure to position a product in consumers mind in right way rather than spending on huge advertisement and events. In no way will they be able to change perception held by consumers. The book comes with tons of examples and recommendations, a must read to understand winning advertising and branding methods.
