定位：你的心灵之战.docVIP

标题：Positioning The Battle for Your Mind 原文： Positioning Defined Positioning starts with a product. A piece of merchandise, a service, a company, an institution, or even a person. Perhaps yourself. But positioning is not what you do to a product. Positioning is what you do to the mind of the prospect. That is, you position the product in the mind of the prospect. A newer definition: How you differentiate yourself in the mind of your prospect. So its incorrect to call the concept product positioning. As if you were doing something to the product itself. Not that positioning doesnt involve change. It does. But changes made in the name, the price and the package are really not changes in the product at all. Theyre basically cosmetic changes done for the purpose of securing a worthwhile position in the prospects mind. Positioning is also the first body of thought that comes to grips with the problems of getting heard in our over communicated society. How Positioning Got Started If one word can be said to have marked the course of advertising in the past decade, the word is positioning. Positioning has become the buzzword of advertising and marketing people. Not only in America, but around the world. Most people think positioning got started in 1972 when we wrote a series of articles entitled The Positioning Era for the trade paper Advertising Age. Since then, we have given more than 500 speeches on positioning to advertising groups in 16 different countries around the world. And we have given away more than 120,000 copies of our little orange booklet which reprints the Advertising Age articles. What Positioning Is All About How did a hard-sell concept like positioning become so popular in a business noted for its creativity? In truth, the past decade might well be characterized as a return to reality. White knights and black eye patches gave way to such positioning concepts as Lite Beers Everything youve always wanted in a great beer. And less.