"What's the beef?"

Reading: “Microsoft’s Search for a Name Ends With a Bing” / NY Times

Additional resources:

• Positioning By Al Ries, Jack Trout
A couple of chapters worth taking note of include:

Chapter 5. You Can’t Get There from Here

A competitor has no hope of going head-to-head against the position IBM has established in computers. Many companies have ignored this basic positioning principle and have suffered the consequences.

Chapter 7. Positioning of a Follower

What works for a leader doesn’t mercenarily work for a follower. An also-ran must find a “creneau” or hole in the mind not occupied by someone else.

• QuickMBA / Marketing / Positioning