by Joan Mir Juliá · ESIC Editorial · tapa blanda · ISBN 9788415986652
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In an over-communicated world, the human mind tends to filter information based on previous paradigms or organize ideas into "mental ladders." This book explores the importance of strategic positioning for brands, companies, and individuals, arguing that without a differentiated and relevant position in the consumer's mind, price becomes the only sales tool, which is unsustainable in the long term.
Through a two-phase process, the author details how to select the most representative concept of a brand and execute an effective communication strategy to fix it in the target audience's mind. It is an essential work for understanding how to stand out from the competition and generate differential benefits in a saturated market.
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