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title
5 grams of communications
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by S P Lee
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site name
author
updated
2026-02-24 22:51:12
raw text
5 grams of communications skip to main | skip to sidebar 5 grams of communications by S P Lee Tuesday, July 24, 2007 Positioning : A Battle for Credibility? When the book “Positioning : The Battle For Your Mind” was launched in the 80’s, authors Jack Trout and Al Ries were quick to market their “new” concept and the arrival of the “positioning era.” Positioning is about managing where a brand sits in consumers’ minds. It’s about defining a brand’s expertise and values so as to be distinct among many competitors. All fine and well at Marketing 101 level, but not something I’d take to graduate school. Positioning is a fundamental truth, but is far too simplistic as a cure-all for all marketing ills. I recall being terribly agitated while reading it, and here’s why. One, they had promoted themselves as the authors of a “new” idea, when in fact many others before them had put the same discipline into practice. Advertisers and marketers had long known the importance of ar...
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