{"id":841,"date":"2023-01-15T21:19:34","date_gmt":"2023-01-15T20:19:34","guid":{"rendered":"https:\/\/productwhys.org\/?p=841"},"modified":"2023-01-19T10:02:31","modified_gmt":"2023-01-19T09:02:31","slug":"positioning-the-battle-for-your-mind-de-al-ries-et-jack-trout","status":"publish","type":"post","link":"https:\/\/productwhys.org\/index.php\/2023\/01\/15\/positioning-the-battle-for-your-mind-de-al-ries-et-jack-trout\/","title":{"rendered":"\u00ab\u00a0Positioning: The Battle for Your Mind\u00a0\u00bb de Al Ries et Jack Trout"},"content":{"rendered":"\n

Le livre \u00ab\u00a0Positioning\u00a0\u00bb de Al Ries et Jack Trout est un ouvrage de r\u00e9f\u00e9rence sur la strat\u00e9gie de positionnement de marque. Les auteurs expliquent comment une marque peut se diff\u00e9rencier de ses concurrents en s’appuyant sur une id\u00e9e ou une image forte dans l’esprit des consommateurs.<\/p>\n\n\n\n

Ce livre est particuli\u00e8rement int\u00e9ressant pour les product managers, les product marketing managers et les entrepreneurs car il leur donne les cl\u00e9s pour positionner efficacement leur produit ou leur entreprise sur le march\u00e9. Les auteurs d\u00e9crivent \u00e9galement les erreurs courantes \u00e0 \u00e9viter pour r\u00e9ussir son positionnement.<\/p>\n\n\n\n

Les 10 recommandations les plus importantes<\/strong><\/p>\n\n\n\n

    \n
  1. D\u00e9finir une cat\u00e9gorie pour votre produit: Exemple: Cr\u00e9er un nouveau march\u00e9 pour les \u00ab\u00a0ordinateurs de poche\u00a0\u00bb plut\u00f4t que de se positionner comme une entreprise de vente d’ordinateurs portables.<\/li>\n\n\n\n
  2. \u00catre le premier dans votre cat\u00e9gorie: Exemple: Le premier \u00e0 lancer un syst\u00e8me d’exploitation mobile, comme Apple avec l’iPhone.<\/li>\n\n\n\n
  3. Utilisez des mots simples et courts pour d\u00e9crire votre produit: Exemple: \u00ab\u00a0Uber\u00a0\u00bb est plus facile \u00e0 se rappeler que \u00ab\u00a0Application de transport de passagers en partage de voiture\u00a0\u00bb<\/li>\n\n\n\n
  4. Utilisez des slogans accrocheurs pour vous rappeler \u00e0 votre public: Exemple: \u00ab\u00a0Just Do It\u00a0\u00bb de Nike<\/li>\n\n\n\n
  5. Utilisez des images fortes pour renforcer votre positionnement: Exemple: La pomme croqu\u00e9e d’Apple pour repr\u00e9senter l’innovation et la simplicit\u00e9<\/li>\n\n\n\n
  6. Utilisez des c\u00e9l\u00e9brit\u00e9s pour renforcer votre positionnement: Exemple: Michael Jordan pour Nike pour renforcer l’id\u00e9e de performance et de succ\u00e8s.<\/li>\n\n\n\n
  7. Utilisez des comparatifs pour montrer comment votre produit est meilleur que les autres: Exemple: Les publicit\u00e9s de Coca-Cola qui montrent comment leur boisson est meilleure que Pepsi.<\/li>\n\n\n\n
  8. Utilisez des histoires pour renforcer votre positionnement: Exemple: Les histoires de r\u00e9ussite de personnes qui utilisent les produits Herbalife pour perdre du poids et am\u00e9liorer leur sant\u00e9.<\/li>\n\n\n\n
  9. Utilisez des chiffres pour renforcer votre positionnement: Exemple: Les publicit\u00e9s de Volkswagen qui mettent en avant leur fiabilit\u00e9 en montrant le nombre de kilom\u00e8tres parcourus par leurs voitures.<\/li>\n\n\n\n
  10. Utilisez des garanties pour rassurer les clients sur la qualit\u00e9 de votre produit: Exemple: Les garanties de remboursement de 30 jours de mattresses Casper pour montrer la confiance de l’entreprise dans la qualit\u00e9 de leur produit.<\/li>\n<\/ol>\n\n\n\n

    Al Ries et Jack Trout<\/strong><\/p>\n\n\n\n

    Al Ries et Jack Trout sont des strat\u00e8ges de marketing et des auteurs renomm\u00e9s. Ils ont co-\u00e9crit plusieurs livres sur le marketing, dont le c\u00e9l\u00e8bre \u00ab\u00a0Positioning: The Battle for Your Mind\u00a0\u00bb, publi\u00e9 pour la premi\u00e8re fois en 1981. Ce livre a \u00e9t\u00e9 consid\u00e9r\u00e9 comme un classique dans le domaine du marketing et a \u00e9t\u00e9 traduit en plusieurs langues. Al Ries et Jack Trout ont \u00e9galement fond\u00e9 une soci\u00e9t\u00e9 de conseil en marketing, Ries & Trout.<\/p>\n","protected":false},"excerpt":{"rendered":"

    Le livre \u00ab\u00a0Positioning\u00a0\u00bb de Al Ries et Jack Trout est un ouvrage de r\u00e9f\u00e9rence sur la strat\u00e9gie de positionnement de marque. Les auteurs expliquent comment une marque peut se diff\u00e9rencier de ses concurrents en s’appuyant sur une id\u00e9e ou une image forte dans l’esprit des consommateurs. Ce livre est particuli\u00e8rement int\u00e9ressant pour les product managers, […]<\/p>\n","protected":false},"author":8,"featured_media":839,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"tdm_status":"","tdm_grid_status":"","_jetpack_memberships_contains_paid_content":false,"footnotes":"","jetpack_publicize_message":"","jetpack_publicize_feature_enabled":true,"jetpack_social_post_already_shared":false,"jetpack_social_options":{"image_generator_settings":{"template":"highway","default_image_id":0,"font":"","enabled":false},"version":2}},"categories":[68],"tags":[],"ppma_author":[217],"class_list":{"0":"post-841","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-lectures"},"yoast_head":"\n"Positioning: The Battle for Your Mind" de Al Ries et Jack Trout - Product Whys - Association loi 1901<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/productwhys.org\/index.php\/2023\/01\/15\/positioning-the-battle-for-your-mind-de-al-ries-et-jack-trout\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\""Positioning: The Battle for Your Mind" de Al Ries et Jack Trout - Product Whys - Association loi 1901\" \/>\n<meta property=\"og:description\" content=\"Le livre \u00ab\u00a0Positioning\u00a0\u00bb de Al Ries et Jack Trout est un ouvrage de r\u00e9f\u00e9rence sur la strat\u00e9gie de positionnement de marque. 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