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Here is another great book by Al Ries and Jack Trout. This is the classic work on how to create a position in the minds of your customers that helps you to generate new customers, stand out from your competitors, and capture market share.
It’s an enlightening book that’s filled with case studies on everything from Xerox to Milk Duds to Jamaica, giving you a broad range of insights into how positioning can help (or hurt) your company’s efforts to grow.
You’ll also get some valuable advice on how to choose a product or company name that’s aligned with the position you want to occupy in the marketplace. For example, can companies with long and complex names successfully shorten them by using initials?
(The quick answer is no, not usually. But you’ll have to reach chapter 10 to learn why.)
