SUCCESS

Over 20 years ago marketing gurus Al Ries and Jack Trout wrote the ground breaking book “Positioning - The Battle For Your Mind”. Rob McKay highlights some of the key areas that influence the mind when it comes to marketing.

The thesis of their book was not what you do to the product, but what you do to the mind. They contended the ultimate marketing battleground is the mind, and the better you understand how the mind works, the better you’ll understand how the concept of positioning works. When Al and Jack wrote their first book, organisational change was not the compelling factor in business strategy as it is today. The continuing rapid change in today’s market place is causing many companies and products to lose the battle of the mind.

Two glaring examples are those companies that have lost focus, and those that have been left behind. Firstly, many companies have lost focus through greed, ego and the pressure for more shareholder returns. These companies have been trapped into the line extension, or the diversification mode. They have become so broad they have simply lost focus (if you need convincing check out. “Focus” by Al Reis).

Continue to Page 2...

Record Nominations for New Zealander of The Year

100 Best Things Ever Said