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Throughout the book, we ve written about other obvious repositioning strategies, such as Chevrolet being America s favorite American car or Continental Airlines offering More airline for the money. None of these are very clever. These are just obvious repositioning ideas to be used in a time of competition, change, and crisis. Throughout the decades that I ve been writing and speaking about this subject, I ve tried to keep my work simple and obvious as a way to demonstrate how people should do their marketing. Meanwhile, the so-called experts in the field have worked hard at trying to keep things complicated and confusing. My final advice is, try not to overresearch or overthink your positioning or repositioning strategy. Simple and obvious will do the trick.
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EPILOGUE
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In a way, this book ends a
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journey that started in 1969 when I wrote the first article on positioning, entitled Positioning Is a Game People Play in Today s Me-Too Marketplace. Since that time, positioning and repositioning have become heavily used words in business all around the globe. If you have any doubt, do a word search online; you ll find that those two words appear millions of times. In business publications around the world, the two words appeared 37,163 times during 2008. And yet to this day, while many people use the word positioning, not all of them truly understand what it is all about. And influential groups such as management consultants have little idea about perceptions or winning or losing in the mind. So now both positioning and repositioning have been presented in detail. In between, I have written 14 other books about various aspects of this subject.
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REpositioning
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If people don t get it now, they never will. And in this highly competitive world, that only means big trouble for them. All I can say is that I warned you, and, as Edward R. Murrow used to say, Good night and good luck.
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INDEX
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ABC, 27 Adams, Walter, 77 78 Adding value, 131 132 Advertising: for new products, 147 overload of messages, 12 and public relations, 156 157 AIG, 87 88 Alter, Jonathan, 204 Anheuser-Busch, 100 Apple, 34, 57, 58, 128 129 Apple Newton, 14 Aqua Minerale, 37 38 AT&T, 122 Attacks: finding weaknesses for, 36 38 on price, 130 133 that resonate, 39 42 using caution in, 35 36 on yourself, for profitability, 80 81 Attitudes, changing, 148 149 Attitudes and Persuasion (Richard Petty and John Cacioppo), 148 Automobile industry, 23, 27 (See also specific companies) Avis, 36, 122 123 Avoidance, psychology of, 192 193 Avon, 69 BCG (Boston Consulting Group), 114 209 Beatles, The, 115 Belief systems, 148 Bell, Alexander Graham, 115 Best Buy, 25 26, 129, 133 135 Big Brands, Big Trouble (Jack Trout), 190 192 Bigness, 76 90 and AIG problems, 87 88 and change, 80 81 as a difficulty, 168 169 and economic decline, 77 78 and efficiency, 78 and organization, 81 82 and PepsiCo aircraft leasing, 89 90 and personal agendas, 82 85 and profitability, 79 80 and underperformance of mergers, 85 87 Bigness Complex (Walter Adams and James Brock), 77 78 Black, Cathie, 105 Blogs, 158, 159 BMW, 14, 43, 119 Boar s Head, 39 Boldness, 177 Booz & Company, 182 Borjomi, 38 Boston Consulting Group (BCG), 114 Brand building: dealing vs., 42 setting up positives in, 43 44
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INDEX
Brands: in China, 26 evolution of, 64 68, 100 103 expensive, 135 141 of GM, 118 119 hospital, 24 and line extension, 19 20 new vs. established, 147 remembering advertising for, 15 16 of Sears, 202 203 specialist, 101 103 subbrands, 136 sustaining, 61 62 Brock, James, 77 78 Budweiser, 100 101 Buick, 120 Burger King, 187 BusinessWeek, 59 60 C. F. Martin & Co., 140 141 Cacioppo, John, 148 Cadillac, 65, 120, 146 California Management Review, 72 Campbell s, 35, 37 Carrier air conditioners, 76 Castrol, 103 Categories, repositioning, 48 CBS, 27 C&C Group, 67 68 Cell phones, 71 CEOs: ego problems of, 97 98 involvement of, 180 188 leadership by, 164 166 and long-term planning, 113 objective information for, 169 172 as personification of business, 175 177
stock options for, 96 97 time allocation by, 172 173 Chandler Leasing, 89 Change, 51 and bigness, 80 81 (See also Bigness) in CEO attitudes (see CEOs, involvement of) inside the organization, 173 175 in name, 48 organizing for, 187 188 and problem of inside thinking, 73 74 repositioning to cope with, 2 4 resistance to, 148 149 technology as driver of, 54 62 (See also Evolution) Charity.org, 63 Charles Schwab, 129 130 Charmin, 19, 101 102 Chase & Sanborn, 42 Chase Manhattan Bank, 175 Check cashing industry, 66 Chevrolet, 31, 119 China, 26, 48 49 Choice industry, 28, 30 31 Christensen, Clayton, 2 4, 54 Chrysler, 175 Circuit City, 133 134 Clausewitz, Karl von, 7, 167, 177 Cleveland Clinic, 24 Cloud hosting, 140 Coach, 136 137 Coca-Cola, 17, 146 Coevolution, 114 Colgate-Palmolive, 64 Combative ads, 35 Commodities, repositioning, 47 48
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