Years ago I read a really interesting book called “Positioning – the Battle for your Mind” – now, some of the concepts incorporated conflict with the general direct response position that I hold and propose throughout this book – however a couple of concepts are worth revisiting I believe: What are you promoting? The example used in the Positioning book (keep in mind this book has been around along time) was one of IBM’s introduction of the PC. If you are old enough to remember when IBM introduced their first personal computer there were quite a number of different makers and brands pushing various systems. Apple had already made a
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