Brand names, positioning and the battle for the mind of your audience

I read Al Reis & Jack Trout's seminal book on Brand Positioning over the new year. Originally published in 1980 and updated once along the way, it's a great read even if some of the brands referenced are a little dated from 2017. Whilst we are well into 'the age of positioning' which was just beginning back when the book was written, the fundamentals haven't really changed much at all.

The book begins by commenting on how saturated media and communications had become by 1980, and how implementing positioning strategy was the best way to be heard above all of the noise in the battle for the mind of the prospect. Well, 1980 might as well be 1908 when it comes to messaging saturation compared to present day, so how important does that make positioning these days? What do you think?

What's in a name?

The key thing I took away from the book was a reminder of how important a brand name is to successful brand positioning and winning that first recall position in the mind of the marketplace.

Click here to continue reading at brandingandstrategyblog.com