Positioning Index
Al Ries and Jack Trout wrote a series of articles called ‘The Positioning Era’ for Advertising Age in the Early 1970s.
” … 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.”
The co-wrote the classic book on the subject: Positioning: The Battle for your Mind
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