外文翻译定位你的心灵之战.docx

1、外文翻译定位你的心灵之战标题：Positioning The Battle for Your Mind原文：Positioning Defined Positioning starts with a product. A piece of merchandise, a service, a company, an institution, or even a person. Perhaps yourself.But positioning is not what you do to a product. Positioning is what you do to the mind of the

2、 prospect. That is, you position the product in the mind of the prospect. A newer definition: How you differentiate yourself in the mind of your prospect. So its incorrect to call the concept product positioning. As if you were doing something to the product itself. Not that positioning doesnt invol

3、ve change. It does. But changes made in the name, the price and the package are really not changes in the product at all. Theyre basically cosmetic changes done for the purpose of securing a worthwhile position in the prospects mind. Positioning is also the first body of thought that comes to grips

4、with the problems of getting heard in our over communicated society. How Positioning Got Started If one word can be said to have marked the course of advertising in the past decade, the word is positioning. Positioning has become the buzzword of advertising and marketing people. Not only in America,

5、 but around the world. Most people think positioning got started in 1972 when we wrote a series of articles entitled The Positioning Era for the trade paper Advertising Age. Since then, we have given more than 500 speeches on positioning to advertising groups in 16 different countries around the wor

6、ld. And we have given away more than 120,000 copies of our little orange booklet which reprints the Advertising Age articles. What Positioning Is All About How did a hard-sell concept like positioning become so popular in a business noted for its creativity? In truth, the past decade might well be c

7、haracterized as a return to reality. White knights and black eye patches gave way to such positioning concepts as Lite Beers Everything youve always wanted in a great beer. And less. Poetic? Yes. Artful? Yes. But also a straightforward, clearly defined explanation of the basic positioning premise. T

8、o be successful today, you must touch base with reality. And the reality that really counts is whats already in the prospects mind. To be creative, to create something that doesnt already exist in the mind, is becoming more and more difficult. If not impossible. The basic approach of positioning is

9、not to create something new and different. But to manipulate whats already up there in the mind. To retie the connections that was already exist.Todays marketplace is no longer responsive to the strategies that worked in the past. There are just too many products, too many companies, and too much ma

10、rketing noise.The Easy Way into the Mind The easy way to get into a persons mind is to be first. You can demonstrate the validity of this principle by asking yourself a few simple questions. Whats the name of the first person to fly solo across the North Atlantic? Charles Lindbergh, right? Now, what

11、s the name of the second person to fly solo across the North Atlantic? Not so easy to answer, is it? Whats the name of the first person to walk on the moon? Neil Armstrong, of course. Whats the name of the second? Whats the name of the highest mountain in the world? Mount Everest in the Himalayas, r

12、ight? Whats the name of the second highest mountain in the world? Whats the name of the first person you ever made love with? Whats the name of the second? The first person, the first mountain, the first company to occupy the position in the mind is going to be awfully hard to dislodge. Kodak in pho

13、tography, IBM in computers, Xerox in plain-paper copiers, Hertz in rent-a-cars, Coca in cola, General in electric. What do these brands have in common? They were all the first brands in the mind in their categories. Today these brands are still the leading brands in their categories. Its better to b

14、e first than it is to be better is by far the most powerful positioning idea. The first thing you need to fix your message indelibly in the mind is not a message at all. Its a mind. An innocent mind. A mind that has not been burnished by someone elses brand. Whats true in business is true in nature

15、too. Imprinting is the term animal biologists use to describe the first encounter between a newborn animal and its natural mother. It takes only a few seconds to fix indelibly in the memory of the young animal the identity of its parent. You might think all ducks look alike, but even a day-old duckl

16、ing will always recognize its mother, no matter how much you mix up the flock. Well, thats not quite true. If the imprinting process is interrupted by the substitution of a dog or cat or even a human being, the duckling will treat the substitute as its natural mother. No matter how different the cre

17、ature looks. Falling in love is a similar phenomenon. While people are more selective than ducks, theyre not nearly as selective as you might think. What counts most is receptivity. Two people must meet in a situation in which both are receptive to the idea. Both have open windows. That is, neither

18、is deeply in love with someone else. Marriage, as a human institution, depends on the concept of first being better than best. And so does business. If you want to be successful in love or in business, you must appreciate the importance of getting into the mind first. You build brand loyalty in a su

19、permarket the same way you build mate loyalty in a marriage. You get there first and then be careful not give them a reason to switch. The Hard Way into the Mind And what if your name is not Charles or Neil or Kleenex or Hertz? What if someone else got into your prospects mind first? The hard way to

20、 get into a persons mind is second. Second is nowhere. Whats the largest-selling book ever published? (Also the first book ever printed with movable type?) The Bible, of course. And the second largest-selling book ever published? Who knows? New York is the largest cargo port in the United States. Bu

21、t which one is second? Would you believe Hampton Roads, Virginia? Its true. Who was the second person to fly solo across the North Atlantic? (The authors would really like to know the answer to this question. Save your postage: Amelia Earhart was not the second person to fly the North Atlantic solo,

22、 although she was the first woman to do it. Now then, who was the second woman?) If you didnt get into the mind of your prospect first (personally, politically or corporately), then you have a positioning problem. In a physical contest, the odds favor the fastest horse, the strongest team, the best

23、player. The race isnt always to the swift, or the battle to the strong, but thats the way to bet, said Damon Runyan. Not so in a mental contest. In a mental battle the odds favor the first person, the first product, the first politician to get into the mind of the prospect. In advertising, the first

24、 product to establish the position has an enormous advantage. Xerox, Polaroid, Bubble Yum, to name a few more examples. Second can also be successful. Consider those that challenged leaders: Crest vs. Colgate. Fuji vs. Kodak. Avis vs. Hertz. Pepsi vs. Coke. Its No. 3 and No. 4 that have the most ser

25、ious problems. In advertising, its best to have the best product in your particular field. But its even better to be first. Love might be wonderful the second time around, but nobody cares who the second person to fly solo across the North Atlantic was. Even if that person was a better pilot. There

26、are positioning strategies to deal with the problem of being number two and number three or even number two hundred and three. (See Chapter 8, Repositioning the Competition.) But first make sure you cant find something to be first in. Amelia Earhart was the third person to fly the Atlantic Ocean sol

27、o, but thats not the reason she got famous. She got famous because she was first. That is, the first woman to do it. If you cant be first in a category, then set up a new category you can be first in is the second most powerful positioning idea. Its better to be a big fish in a small pond (and then

28、increase the size of the pond) than to be a small fish in a big pond. Advertising Learns the Lesson The advertising industry learned the Lindbergh lesson the hard way. What the stock market was in the twenties, the advertising business was in the sixties. The go-go sixties, they were called. While i

29、t lasted, the exciting anything goes years of the sixties were a marketing orgy. At the party, it was everyone into the pool. Little thought was given to failure. With the magic of money and enough bright people, a company felt that any marketing program would succeed. The wreckage is still washing

30、up on the beach. DuPonts Corfam, Gablingers beer, the Convair 880, Vote toothpaste, Handy Andy cleaner. The world will never be the same again, and neither will the advertising business. As the president of a large consumer products company said recently, Count on your fingers the number of successf

31、ul new national brands introduced in the last two years. You wont get to your pinky. Not that a lot of companies havent tried. Every supermarket is filled with shelf after shelf of half successful brands. The manufacturers of these me-too products cling to the hope that they can develop a brilliant

32、advertising campaign which will lift their offspring into the winners circle. Meanwhile, they hang in there with coupons, deals, point-of-purchase displays. But profits are hard to come by, and that brilliant advertising campaign, even if it comes, doesnt ever seem to turn the brand around. No wonder management people turn skeptical when the subject of advertising comes up. And instead of looking for new ways to put the power of advertising to work, managemen