Positioning reveals that advertising has entered a new era: The Positioning Era. Having the best product or the most creative ads is no longer the key to success. To succeed in today's overcommunicated society, a company must create and claim a position in the prospect's mind. A position that will take into account not only the company's strengths but also its competitor's weaknesses. 

In Positioning, advertising gurus Ries and Trout explain how to:

• Make and position an industry leader so that its name and message wheedles its way into the collective subconscious of your market and stays there
• Position a follower so that it can occupy a niche not claimed by the leader
• Avoid letting a second product ride on the coattails of an established one.

In this week’s episode, Jonesy and Ashto investigate important strategies that may position your business brand in the mind of your prospective customers and make it a household name.

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