【文章內(nèi)容簡(jiǎn)介】 商品的區(qū)隔 Commodity tactics : 商品戰(zhàn)術(shù)： 1 . Identify 標(biāo)識(shí) Dole 都樂(lè)標(biāo)簽 2 . Personify 擬人 Green Giant 綠巨人豌豆 3 . Differentiate 區(qū)隔 Yellow Chicken 雞肉 4 . Create a new generic 創(chuàng)新品類(lèi) Big cantaloupes 大個(gè)香瓜 Crenshaw melons 可麗香瓜 5 . Change the name 改名 Chinese gooseberry 中國(guó)醋栗 Kiwifruit 奇異果 6 . Reposition the category 重新定位品類(lèi) Pork 豬肉 the other white meat 另一種白肉 Differentiation and the mind 區(qū)隔和心智 The mind is the battleground 心智是戰(zhàn)場(chǎng) Minds are limited 心智有限 The product ladder 產(chǎn)品階梯 Hertz Avis National The rule of seven 7的定律 Seven brands account for 90％ 7個(gè)品牌占到 90％ Crest 佳潔士 37% Colgate 高露潔 27% Aqua Fresh 12% Closeup 皓清 5% Aim 瞄準(zhǔn) 5% Uitra bright 超亮 2% Sensodyne 2% Product ladder is geometric 產(chǎn)品階梯層級(jí)排列 First rung 第一階 40％ Second rung 第二階 20％ Third rung 第三階 10％ Fourth rung 第四階 5％ Minds hate confusion 心智厭惡混亂 The laziness factor 惰性因素 Minds quickly label plex ideas as confusing . 心智容易將復(fù)雜的概念標(biāo)為混亂。 Minds don’t have the time or the desire to figure things out . 心智沒(méi)有時(shí)間也不愿意去搞清事物。 Manufacturers love plexity 生產(chǎn)商喜歡復(fù)雜 ATT’s EO Personal Communicator： A cellular phone ， fax ， electronic mail ， personal anizer and penbased puter . ATT’公司的 EO個(gè)人通信器： 集合手機(jī)、傳真、電郵、個(gè)人助理和筆輸入計(jì)算機(jī)。 Okidata’s Docit: A desktop printer , fax , scanner , and copier . ok idata的 Docit：集合桌面打印機(jī)、傳真、掃描儀和復(fù)印機(jī)。 Apple’s Newton： A fax ， beeper， calendarkeeper， and penbased puter. 蘋(píng)果的 Newton:集合傳真、傳呼、年歷和筆輸入計(jì)算機(jī)。 The power of oversimplification 極度簡(jiǎn)化的力量 The best way to enter minds that hate plexity and confusion is To oversimplify your message . 進(jìn)入?yún)拹簭?fù)雜與混亂的心智，最好的辦法是讓你的信息極度簡(jiǎn)化。 The most powerful concept 最有力的概念 Word 字眼 Own a word in the mind 在心智中占有一個(gè)字眼 Overnight 隔夜送達(dá) Driving 駕駛 Safety 安全 Minds Are insecure 心智缺乏安全感 Why minds are insecure 為何心智缺乏安全感？ Moary risk 金錢(qián)風(fēng)險(xiǎn) Functional risk 功能風(fēng)險(xiǎn) Physical risk 生理風(fēng)險(xiǎn) Social risk 社會(huì)風(fēng)險(xiǎn) Psychological risk 心理風(fēng)險(xiǎn) Buying what others buy 跟風(fēng)購(gòu)買(mǎi) Most people don’t know what they want . Most people buy what they think they should have . 大多數(shù)的人不知道他們需要什么。 大多數(shù)的人買(mǎi)他們認(rèn)為該買(mǎi)的東西。 Following the herd 隨大流 “ We determine what is correct by finding out what other people think is correct .” “我們找出別人認(rèn)為對(duì)的東西，然后判定什么是對(duì)的?！? “ This principle of social proof applies especially to the way we decide what constitutes correct behavior . We view a behavior as corrct in a given situation to the degree that we see other performing it . ” “這條被社會(huì)所承認(rèn)的原則，尤其適用于我們判定什么是正確的行為。我們判定某一行為是否恰當(dāng)，往往依賴(lài)別處所見(jiàn)?！? Robert Ciaklini ， psychologist 羅伯特 西亞克里尼 心理學(xué)家 Corralling the insecure 應(yīng)對(duì)不安全感 1. The bandwagon 從眾 2. The testimonial 尋求證明 3. The heritage 相信傳統(tǒng) The spirit of emulation 效仿精神 “ We want to copy those whom we deem superior in taste or knowledge or experience.” “我們效仿我們認(rèn)為在品位、知識(shí)或經(jīng)驗(yàn)上優(yōu)于我們的公司。” Stanley Resor 斯丹力 . 羅塞 Onetime head of J. Walter Thompson 智威湯遜公司前總裁 Selling your heritage 銷(xiāo)售你的傳統(tǒng) CocaCola The “real thing” heritage . 可口可樂(lè)：“正品”的傳統(tǒng) Steinway “The instrument of the immortals .” 史坦威鋼琴：“不朽的樂(lè)器” Cross Pens “Flawless classics sine 1846 .” Cross 鋼筆：“始于 1846 年的完美經(jīng)典” Carpenter “A leader in specialty steels for 100 years .” Carpenter 鋼材：“領(lǐng)先特種鋼材 100 余年” Minds don’t change 分析行業(yè)環(huán)境 心智不變 Modifying an attitude 改變看法 “ In order to change an attitude ,it is presumable necessary to modify The information on which that attitude rests.” “ It is generally necessary , therefore , to change a person’s beliefs.” “為了改變一種看法，有可能必須修正那些認(rèn)識(shí)所基于的前提?！? “因此，通常有必要改變一個(gè)人的信仰?！? The futility of change 改變是無(wú)效的 “ Faced with the choice between changing one’s mind and Proving that there is no need to do so, almost everyone gets Busy on the proof.” “面臨在改變心智和證明沒(méi)有必要這樣做之間做選擇時(shí)，幾乎所有人忙于去作 驗(yàn)證?！? John Kenh Galbraith 約翰 . 肯尼斯 . 蓋爾布雷司 Minds Can lose focus 心智會(huì)失去焦點(diǎn)。 The lineextension trap 品牌延伸的陷阱 Lineextension damages your difference most 品牌線(xiàn)延伸是對(duì)區(qū)隔的最大破壞 Line extension “facts of life .” 品