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Levi s, 122 Line extension, 18 20, 101 Linear publicity, 158, 159 Linens N Things, 69 Listerine, 36 Lolita beds, 64 Long-term planning, 113 115 Loomis, Carol, 94 96 Lotus 1-2-3, 150 Lotus Development, 150, 151 Lotus Notes, 151 Lutz, Bob, 164 165 Macro crises, 109, 112 Magners Original, 67 68 Mass-is-best trap, 158 159 Mauritius, 152 155 Mayo Clinic, 24 Mazola, 102 McCollum Spielman, 147 McCracken, Edward R., 59 60 McDonald s, 34 35, 187, 202 McKinsey & Co., 113 McKinsey Quarterly, 79 80, 196 197 Mennen, 14 Mercedes, 43, 119 Mergers, 85 87 (See also Bigness) Micro crises, 109, 112 Microsoft, 150 151, 175 Miller High Life, 100 Milliken, 105 Mister Rogers Neighborhood, 69 Monetary risk, 16 Moog, Carol, 28, 30 Motorola, 72 Multifunctional products, 70 71
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Murdoch, Rupert, 195 196 Murrow, Edward R., 208 Names: evolution of, 62 64 in repositioning commodities, 48 NBC, 27 Negatives, hanging (see Competitors, repositioning) Netflix, 152 New York Times, 11 12 New Zealand tourism, 201 Newsweek, repositioning for, 203 204 Next-generation products, 98 100 Nike, 130 131 Nixdorf, 57 Nonexistent problems, 99 Norden electronics, 76 Nordstrom, 135 Nuclear energy, 116 118 Nuprin, 69 Obvious Adams (Robert R. Updegraff), 197 199 Obviousness, 190 205 complexity vs., 194 197 of GM s need to reposition, 190 192 in hospital repositioning, 199 200 in McDonald s differentiation, 202 in New Zealand tourism, 201 in Newsweek s repositioning, 203 204 and openmindedness, 194 and psychology of avoidance, 192 193
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in search of, 197 199 in Sears repositioning, 202 203 in Sri Lanka tourism, 201 Ogilvy, David, 42 43 Olsen, Kenneth, 3, 115 Olsen, Stan, 3 Orange Regional Medical Center, 199 200 Organization, bigness and, 81 82 Organizing for change, 187 188 Orton, William, 115 Oscar Mayer, 5 Otis elevators, 76 Overcommunication, 11 13 and choice industry, 28, 30 31 in health care, 25 Overconfidence, 73 74 Packard, David, 165 Palm Pilot, 14 Pampero, 43 44 Papa John s, 178 Paradox of Choice, The (Barry Schwartz), 30 31 Patton, George, 176 Pennzoil, 103 PepsiCo, 37 38, 83 84, 89 90 Perceived risk, 16 17 Perceptions: adjusting, 10 exploiting, 122 readjusting, 150 151 Perot, Ross, 168 Personal agendas, 82 85 Personification: of businesses, 175 177 in repositioning commodities, 47
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Perspectives on brands, 101 Peter, Laurence J., 165 Peter Principle, The (Laurence J. Peter and Raymond Hull), 165 Peters, Tom, 195, 196 Petty, Richard, 148 Philadelphia cream cheese, 103 Philip Morris, 42 Pitney, Arthur H., 58 Pitney Bowes, 58 59 Pizza Hut, 102 Plant size, optimum, 78 P le Luxe, 137 138 Porter, Michael, 40 Positioning, 10 20 defined, 10 identifying essence of problems, 13 15 and loss of focus, 18 19 and overcommunication, 11 13 and people s insecurity, 15 18 use of term, 207 PR (see Public relations) Pratt & Whitney jet engines, 76 Prestige, value vs., 135 141 Price: David Ogilvy on, 42 43 getting around attacks on, 130 133 with prestige brands, 135 141 promotions based on, 141 142 and repositioning of the competition, 39 42 in today s economy, 129 Procter & Gamble, 102
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Products: multifunctional, 70 71 proliferation of choices in, 22 26 Profitability, bigness and, 79 80 Progresso, 35 Promotions, price, 141 142 Psychological risk, 17 Psychology of avoidance, 192 193 Public relations (PR), 155 161 Quaker State, 103 Quick Silver, 65 Rackspace, 139 140 Ramo, Joshua Cooper, 112 Rational decision making, 15 RCA, 72 Reebok, 64 Reengineering Revolution, The (Michael Hammer), 148 Repositioning, defined, 10 Ries, Al, 187 Risk, 16 17 Rockefeller, David, 175 Rogers, Fred, 69 Rumelt, Richard, 79 80 Russia, mineral water war in, 37 38 Sam Bridge Nursery, 132 133 Samuelson, Robert, 203 Schick, David, 138 Schnatter, John, 178 Schwartz, Barry, 30 31 SciFi Channel, 63 Scope, 36 Scotch tape, 61, 103 Scott, 18 19, 101 Sears, 4, 202 203 Segway, 159
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Seiko watches, 72 73 Service, value of, 132 135 Sikorsky helicopters, 76 Silicon Graphics Inc., 59 60 Simplicity, 14 15, 198 Size, as difficulty in repositioning, 168 169 (See also Bigness) Sloan, Alfred P., 118 119, 166 167 Smith, Roger, 168 Sneaky sales, 138 Social risk, 17 SonoSite, 139 Sony Walkman, 98 Southwest Airlines, 126 127, 143, 174 175 Spanish olive oil, 45 46 Spatial publicity programs, 157 158 Specialist brands, 101 103, 130 131 Sri Lanka tourism, 201 Stall points, 87 Staples, 171 Starbucks, 34 Steel, Piers, 193 Sternberg, Thomas, 171 Stevens, Harry M., 99 Stewart, Jon, 204 Stock options, 96 98 Stolichnaya, 43 Stowe ski area, 88 Success: in evolution, 72 73 in public relations, 160 161 Susan B Anthony coin, 100 Tandy, 58 Technologies, 3, 54 62 in computer industry, 57 58 disruptive, 54 57
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