The Battle for your Mind
“What we have
here is a failure to communicate.” How often have you heard
that bromide? “Failure to communicate”
is the single, most common, most universal reason given for
problems that develop. Business problems, government problems,
labour problems, marriage problems. If only people took the
time to communicate their feelings, to explain the reasons,
the assumption is that many of the problems of the world would
People seem to believe
any problem can be solved if only the parties sit down and talk.
Unlikely Today, communication itself is the problem. We have become
the worlds first over communicated society. Each year, we send more
and receive less.
A New Approach to Communication
- A form of communication that from the point of
view of the recipient is held in low esteem. For the most
part, adverting is unwanted and is not liked. In some cases,
detested. In spite of its reputation, or perhaps because of
it, the field of advertising is a superb testing ground for
theories of communication. If it works in advertising, most
likely it will work in politics religion or any activity that
requires mass communication.
is a concept that has changed the nature of advertising.
A concept so simple people have difficulty understanding how
powerful it is. Adolf Hitler practiced positioning. So does
Procter & Gamble as well as every successful politician.
Positioning starts with the product. A piece of merchandise,
a service, a company, an institution, or even a person. Perhaps
yourself. But positioning is not what you do with the product. Positioning
is what your do to the mind of the prospect. That is, you position
the product in the mind of the prospect.
So it is incorrect
to call the concept “product positioning.” As if, you were
doing something to product itself. Not that positioning does not
involve change. It does. But changes made in the name, the price
and the package are really not the changes made in the product at
They are basically
cosmetic changes done for the purpose of securing a worthwhile position
in the prospect’s mind. Positioning is also the first body of thought
that comes to grips with the problems of getting heard in our over
newer definition: - “How you differentiate yourself
in the mind of the prospect.”
Contributing Author: Viki
Shah Masters in Mass Communication and Journalism