CHAPTER : 4
THOSE LITTLE LADDERS IN YOUR HEAD
Ultimate objective of all communication!
Defense mechanism
the volume of today’s communications , the mind rejects information that doesn’t “compute”
“ You taste what you expect to taste ”
One prime objective of all Advertising
Heighten expectations !!!
In our over communicated society , the human mind is a totally inadequate container
Ranking of people , objectives and brands is not only a convenient method of organizing things …
Moving up the ladder in the mind can be extremely difficult …
Its often better to the prospect what the product is not , rather than what it is !!!
The “Against” Positioning
Avis is only no.2 , so why go with us ? We try harder …
Its classic positioning
Find your concept inside yourself or inside the product
Not true … what you must do is look inside the prospect mind
The F.W.M.T.S Trap
“Forgot what made them successful”
“Avis is going to be no.1”
You can’t ignore the competitors position Nor can walk away from your own