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| Introduction Part 1.Understanding the Mind 1 Minds Can't Cope 2 Minds Are Limited 3 Minds Hate Confusion 4 Minds Are Insecure 5 Minds Don't Change 6 Minds Can Lose Focus Part 2.Dealing With Change 7 Repositioning：Where Positioning Is At 8 Repositioning a Software Company 9 Repositioning an Ice Cream Company 10 Repositioning an Accounting Firm 11 Repositioning Political Candidates 12 Repositioning a Television Show 13 Repositioning an Oil Company Part 3 The Tricks of the Trade 14 Minds Work by Ear 15 Secrets to Finding a Good Name 16 Getting Around a Bad Name 17 Naming a Category 18 Research Can Confuse You 19 The Positioning Power of PR 20 Six Positioning Pitfalls 21 The Right People in the Room Index |
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