The New Positioning

You can achieve better brand recognition and sales if you understand how the mind works. Jack Trout (assisted by Steve Rifkin) emphasizes that the human mind is limited, hates confusion and easily loses focus. The authors cite companies that have succeeded in their brand strategy and advertising by following these principles, and a few who failed because they didn’t. The book concludes with "tricks of the trade" that you can use. In keeping with these principles, the volume is simply and clearly written, brief, well organized and focused. However, since it was published about four years ago and talks about the beginning of the information age, some of the material already may sound familiar. But if you can ignore that sense of déjà vu, the book offers an excellent summary of the relationship between how the mind works and how best to use product positioning. getabstract.com recommends this book to marketing mavens with inquiring minds.