Summary |
This book has been written about a new approach to communication called ‘positioning.” And most of the examples are from the most difficult of all forms of communication.
Advertising. A form communication that, from the point of view of the recipient, is held in low esteem. For the most part, advertising is unwanted and unliked. In some cases, detested.
So the examples in this book could just as well have been taken from the field of politics, war business or even the science of chasing the opposite sex. Or any form of human activity which involves influencing the minds of other people. Whether you want to promote a car, a cola, a computer, a candidate or your own career.
Positioning is a concept that has changed the nature of advertising. A concept so simple people have difficulty understanding how powerful it is.
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