It all started with Positioning

Positioning: The Battle for Your Mind

The book that revolutionized the field of marketing. Instead of communicating the benefits of your brand, you need to look inside the mind of the consumer to find a position you can own.

Voted the #1 marketing book of all time by readers of Advertising Age.

Focus

The future of your company depends on it.

BMW narrowed its focus to “driving” and became the world’s largest-selling luxury-vehicle brand. Most marketing programs are designed to expand brands when the real opportunity is just the opposite.

The Origin of Brands

Discover the natural laws of product innovation.

Divergence, Charles Darwin’s theory, creates endless opportunities in marketing, too. The mainframe computer diverged into the desktop computer (Dell), the laptop computer (Compaq) and the tablet computer (iPad.)

Visual Hammer

McDonald’s golden arches. Coca-Cola’s contour bottle. Nike’s swoosh. Today, a visual hammer is the essential tool for nailing your brand into the mind.

Battlecry

Creating a slogan is only half the battle. The other half of the battle is creating a visual that will help drive your slogan into prospects’ minds.

Battlecry is a companion book to Visual Hammer, and should be read together.

The Fall of Advertising

For years, advertising had been the key weapon in marketing. Not today.

Successful brands today are launched with PR. Advertising is best used after brands have already been built by PR.