CHAPTER : 4

THOSE LITTLE LADDERS IN YOUR HEAD

Ultimate objective of all communication!

The human mind

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”

Want to be

successful??

You can’t ignore the competitors position Nor can walk away from your own