关于杰克·特劳特与定位的一些话

Tesla moved into the mind to occupy an open category called "electric cars." Today， Tesla is worth more on the stock market ($61 billion) than either General Motors ($52 billion) or Ford ($44 billion.)

特斯拉进入心智占据了“电动汽车”这一存在空位的品类。今天，特斯拉的市值高达 610 亿美元，超过通用汽车( 520 亿美元)和福特( 440 亿美元)。

But didn't General Motors， Ford and every other major automobile company in the world also introduce electric vehicles? Sure， but they didn't give them different brand names so consumers had no way of filing these names in their minds.

但是，难道通用、福特和其他主要汽车厂商没有推出电动车吗?当然有，但他们没有给电动车新的品牌名，所以顾客没法将其在心智中归类。

You can’t put "Chevrolet" on your electric-car ladder.

你无法把“雪佛兰”放在电动车的心智阶梯上。

(5) Touch base with what's already in the mind.

(5)与心智中的既有认知相关联

Advertising a minor feature of your brand that is already recognized in prospects' minds is a better strategy than advertising a major feature of your brand nobody knows about.

传播一个顾客心智中已有的但是较小的品牌特点，与传播一个重要但却在顾客心智中毫无认知的特点相比，前者效果更好。

Yet most companies do exactly the opposite. No sense advertising what people already know， let's use our advertising to communicate what they don't know.

然而，大多数公司反其道而行之。他们认为传播人们已经知道的内容没有意义，要用广告来传达顾客不知道的东西。

Thanks to its invention of the lap-and-shoulder seat belt， Volvo was known for safety. As a result， Volvo was the leading imported luxury-vehicle brand in the American market from 1978 to 1992. But that wasn't good enough for Volvo.

由于发明了斜拉三点式安全带，沃尔沃汽车以安全闻名。其结果是，在 1978 至 1992 年间沃尔沃成为美国市场上领先的进口豪华车品牌。但这对沃尔沃来说还不够好。

As the global advertising manager said， Safety on its own is not enough. So Volvo introduced a range of vehicles including convertibles and the C30 hatchback with a turbo-charged engine. (Automotive News called it a "pocket rocket for the kids.")

沃尔沃的全球广告经理说，仅靠“安全”是不够的。因此，沃尔沃推出了一系列车型，包括敞篷车和使用涡轮增压发动机的掀背车C30(被《汽车新闻》称为“孩子们的袖珍火箭”)。

And Volvo advertising talked about beauty and performance with various themes including Life is better lived together.

除此之外，沃尔沃的广告还谈及外观、性能等各种主题，包括共同生活更美好等。

Last year， the leading imported luxury-vehicle brands were Mercedes， Lexus， BMW， Audi， Acura， Infiniti. And then Volvo.

去年，领先的进口豪华车品牌是梅赛德斯、雷克萨斯、宝马、奥迪、讴歌、英菲尼迪，之后才是沃尔沃。

(6) You can't move a brand in the mind.

(6)你无法移动心智中的品牌

Many billions have been wasted by companies that violate this positioning principle. IBM trying to move its brand into personal computers.Kodak trying to move its brand into digital photography.BlackBerry trying to move its brand into touchscreen smartphones.

数以亿计的大量资源被违反这一定位原则的企业浪费掉了。IBM试图让品牌进入个人电脑领域，柯达试图让品牌进入数码摄影领域，黑莓试图让品牌进入触屏智能手机领域。

The list is endless. We called this exercise in futility， The line-extension trap.

这种例子不胜枚举，我们称这种无效动作为“品牌延伸陷阱”。

(7) Initials don't exist in the mind.

(7)首字母缩写名称不存在于心智中

There are letters of the alphabet and there are words in the mind， but not initials. When a mind hears or reads about a brand using initials， the instant reaction is "What do those initials stand for?"

字母表中有字母，心智中有由字母组成的词汇，但没有首字母缩写。当顾客心智听到或看到品牌的首字母缩写名称，他会下意识地想“这些首字母缩写代表什么?”

GE stands for General Electric. HP stands for Hewlett-Packard. IBM stands for International Business Machines. Initials are recognized in the mind not as initials， but as the shorthand for names. If the names are not in the mind， then the prospect is unlikely to remember the initials.

GE代表General Electric(通用电气)，HP代表Hewlett-Packard(惠普)，IBM代表International Business Machines(国际商业机器)。首字母缩写在心智中并非被认知为缩写本身，而是缩略了的全名。如果全名没有进入心智，那么它的缩写很难进入心智。

（编辑：云计算网_泰州站长网）

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