外文翻译定位你的心灵之战.docx

外文翻译定位你的心灵之战.docx

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外文翻译定位你的心灵之战

标题：

PositioningTheBattleforYourMind

原文：

PositioningDefined

Positioningstartswithaproduct.Apieceofmerchandise,aservice,acompany,aninstitution,orevenaperson.Perhapsyourself.

Butpositioningisnotwhatyoudotoaproduct.Positioningiswhatyoudotothemindoftheprospect.Thatis,youpositiontheproductinthemindoftheprospect.

Anewerdefinition:

"Howyoudifferentiateyourselfinthemindofyourprospect."

Soit'sincorrecttocalltheconcept"productpositioning."Asifyouweredoingsomethingtotheproductitself.

Notthatpositioningdoesn'tinvolvechange.Itdoes.Butchangesmadeinthename,thepriceandthepackagearereallynotchangesintheproductatall.

They'rebasicallycosmeticchangesdoneforthepurposeofsecuringaworthwhilepositionintheprospect'smind.

Positioningisalsothefirstbodyofthoughtthatcomestogripswiththeproblemsofgettingheardinourovercommunicatedsociety.

HowPositioningGotStarted

Ifonewordcanbesaidtohavemarkedthecourseofadvertisinginthepastdecade,thewordis"positioning."

Positioninghasbecomethebuzzwordofadvertisingandmarketingpeople.NotonlyinAmerica,butaroundtheworld.

Mostpeoplethinkpositioninggotstartedin1972whenwewroteaseriesofarticlesentitled"ThePositioningEra"forthetradepaperAdvertisingAge.

Sincethen,wehavegivenmorethan500speechesonpositioningtoadvertisinggroupsin16differentcountriesaroundtheworld.Andwehavegivenawaymorethan120,000copiesofour"littleorangebooklet"whichreprintstheAdvertisingAgearticles.

WhatPositioningIsAllAbout

Howdidahard-sellconceptlikepositioningbecomesopopularinabusinessnotedforitscreativity?

Intruth,thepastdecademightwellbecharacterizedasa"returntoreality."WhiteknightsandblackeyepatchesgavewaytosuchpositioningconceptsasLiteBeer's"Everythingyou'vealwayswantedinagreatbeer.Andless."

Poetic?

Yes.Artful?

Yes.Butalsoastraightforward,clearlydefinedexplanationofthebasicpositioningpremise.

Tobesuccessfultoday,youmusttouchbasewithreality.Andtherealitythatreallycountsiswhat'salreadyintheprospect'smind.

Tobecreative,tocreatesomethingthatdoesn'talreadyexistinthemind,isbecomingmoreandmoredifficult.Ifnotimpossible.

Thebasicapproachofpositioningisnottocreatesomethingnewanddifferent.Buttomanipulatewhat'salreadyupthereinthemind.Toretietheconnectionsthatwasalreadyexist.

Today'smarketplaceisnolongerresponsivetothestrategiesthatworkedinthepast.Therearejusttoomanyproducts,toomanycompanies,andtoomuchmarketingnoise.

TheEasyWayintotheMind

Theeasywaytogetintoaperson'smindistobefirst.Youcandemonstratethevalidityofthisprinciplebyaskingyourselfafewsimplequestions.

What'sthenameofthefirstpersontoflysoloacrosstheNorthAtlantic?

CharlesLindbergh,right?

Now,what'sthenameofthesecondpersontoflysoloacrosstheNorthAtlantic?

Notsoeasytoanswer,isit?

What'sthenameofthefirstpersontowalkonthemoon?

NeilArmstrong,ofcourse.

What'sthenameofthesecond?

What'sthenameofthehighestmountainintheworld?

MountEverestintheHimalayas,right?

What'sthenameofthesecondhighestmountainintheworld?

What'sthenameofthefirstpersonyouevermadelovewith?

What'sthenameofthesecond?

Thefirstperson,thefirstmountain,thefirstcompanytooccupythepositioninthemindisgoingtobeawfullyhardtodislodge.

Kodakinphotography,IBMincomputers,Xeroxinplain-papercopiers,Hertzinrent-a-cars,Cocaincola,Generalinelectric.

Whatdothesebrandshaveincommon?

Theywereallthefirstbrandsinthemindintheircategories.Todaythesebrandsarestilltheleadingbrandsintheircategories."It'sbettertobefirstthanitistobebetter"isbyfarthemostpowerfulpositioningidea.

Thefirstthingyouneedto"fixyourmessageindeliblyinthemind"isnotamessageatall.It'samind.Aninnocentmind.Amindthathasnotbeenburnishedbysomeoneelse'sbrand.

What'strueinbusinessistrueinnaturetoo.

"Imprinting"isthetermanimalbiologistsusetodescribethefirstencounterbetweenanewbornanimalanditsnaturalmother.Ittakesonlyafewsecondstofixindeliblyinthememoryoftheyounganimaltheidentityofitsparent.

Youmightthinkallduckslookalike,butevenaday-oldducklingwillalwaysrecognizeitsmother,nomatterhowmuchyoumixuptheflock.

Well,that'snotquitetrue.Iftheimprintingprocessisinterruptedbythesubstitutionofadogorcatorevenahumanbeing,theducklingwilltreatthesubstituteasitsnaturalmother.Nomatterhowdifferentthecreaturelooks.

Fallinginloveisasimilarphenomenon.Whilepeoplearemoreselectivethanducks,they'renotnearlyasselectiveasyoumightthink.

Whatcountsmostisreceptivity.Twopeoplemustmeetinasituationinwhichbotharereceptivetotheidea.Bothhaveopenwindows.Thatis,neitherisdeeplyinlovewithsomeoneelse.

Marriage,asahumaninstitution,dependsontheconceptoffirstbeingbetterthanbest.Andsodoesbusiness.

Ifyouwanttobesuccessfulinloveorinbusiness,youmustappreciatetheimportanceofgettingintothemindfirst.

Youbuildbrandloyaltyinasupermarketthesamewayyoubuildmateloyaltyinamarriage.Yougettherefirstandthenbecarefulnotgivethemareasontoswitch.

TheHardWayintotheMind

AndwhatifyournameisnotCharlesorNeilorKleenexorHertz?

Whatifsomeoneelsegotintoyourprospect'smindfirst?

Thehardwaytogetintoaperson'smindissecond.Secondisnowhere.

What'sthelargest-sellingbookeverpublished?

（Alsothefirstbookeverprintedwithmovabletype?

）TheBible,ofcourse.

Andthesecondlargest-sellingbookeverpublished?

Whoknows?

NewYorkisthelargestcargoportintheUnitedStates.Butwhichoneissecond?

WouldyoubelieveHamptonRoads,Virginia?

It'strue.

WhowasthesecondpersontoflysoloacrosstheNorthAtlantic?

（Theauthorswouldreallyliketoknowtheanswertothisquestion.Saveyourpostage:

AmeliaEarhartwasnotthesecondpersontoflytheNorthAtlanticsolo,althoughshewasthefirstwomantodoit.Nowthen,whowasthesecondwoman?

）

Ifyoudidn'tgetintothemindofyourprospectfirst（personally,politicallyorcorporately）,thenyouhaveapositioningproblem.

Inaphysicalcontest,theoddsfavorthefastesthorse,thestrongestteam,thebestplayer."Theraceisn’talwaystotheswift,orthebattletothestrong,butthat'sthewaytobet,"saidDamonRunyan.

Notsoinamentalcontest.Inamentalbattletheoddsfavorthefirstperson,thefirstproduct,thefirstpoliticiantogetintothemindoftheprospect.

Inadvertising,thefirstproducttoestablishthepositionhasanenormousadvantage.Xerox,Polaroid,BubbleYum,tonameafewmoreexamples.

Secondcanalsobesuccessful.Considerthosethatchallengedleaders:

Crestvs.Colgate.Fujivs.Kodak.Avisvs.Hertz.Pepsivs.Coke.It'sNo.3andNo.4thathavethemostseriousproblems.

Inadvertising,it'sbesttohavethebestproductinyourparticularfield.Butit'sevenbettertobefirst.

Lovemightbewonderfulthesecondtimearound,butnobodycareswhothesecondpersontoflysoloacrosstheNorthAtlanticwas.Evenifthatpersonwasabetterpilot.

Therearepositioningstrategiestodealwiththeproblemofbeingnumbertwoandnumberthreeorevennumbertwohundredandthree.（SeeChapter8,"RepositioningtheCompetition."）

Butfirstmakesureyoucan'tfindsomethingtobefirstin.

AmeliaEarhartwasthethirdpersontoflytheAtlanticOceansolo,butthat'snotthereasonshegotfamous.Shegotfamousbecauseshewas"first."Thatis,thefirstwomantodoit."Ifyoucan'tbefirstinacategory,thensetupanewcategoryyoucanbefirstin"isthesecondmostpowerfulpositioningidea.

It'sbettertobeabigfishinasmallpond（andthenincreasethesizeofthepond）thantobeasmallfishinabigpond.

AdvertisingLearnstheLesson

TheadvertisingindustrylearnedtheLindberghlessonthehardway.Whatthestockmarketwasinthetwenties,theadvertisingbusinesswasinthesixties.Thego-gosixties,theywerecalled.

Whileitlasted,theexciting"anythinggoes"yearsofthesixtieswereamarketingorgy.

Attheparty,itwas"everyoneintothepool."Littlethoughtwasgiventofailure.Withthemagicofmoneyandenoughbrightpeople,acompanyfeltthatanymarketingprogramwouldsucceed.

Thewreckageisstillwashinguponthebeach.DuPont'sCorfam,Gablinger'sbeer,theConvair880,Votetoothpaste,HandyAndycleaner.

Theworldwillneverbethesameagain,andneitherwilltheadvertisingbusiness.

Asthepresidentofalargeconsumerproductscompanysaidrecently,"Countonyourfingersthenumberofsuccessfulnewnationalbrandsintroducedinthelasttwoyears.Youwon'tgettoyourpinky."

Notthatalotofcompanieshaven'ttried.Everysupermarketisfilledwithshelfaftershelfof"halfsuccessful"brands.Themanufacturersoftheseme-tooproductsclingtothehopethattheycandevelopabrilliantadvertisingcampaignwhichwilllifttheiroffspringintothewinner'scircle.

Meanwhile,theyhangintherewithcoupons,deals,point-of-purchasedisplays.Butprofitsarehardtocomeby,andthat"brilliant"advertisingcampaign,evenifitcomes,doesn'teverseemtoturnthebrandaround.

Nowondermanagementpeopleturnskepticalwhenthesubjectofadvertisingcomesup.Andinsteadoflookingfornewwaystoputthepowerofadvertisingtowork,managemen