Positioning : The Battle for Your Mind by Ries & Ries Roswell Georgia

Author:Ries & Ries, Roswell, Georgia
Language: eng
Format: epub
Publisher: McGraw-Hill Education
Published: 2001-11-15T00:00:00+00:00

RCA as a company, of course, is no longer with us. It was bought by General Electric. Even if your initials stand for something in the short term, as RCA's initials did, you will generally weaken your company in the long term. We predict that many of the no-name companies mentioned in the preceding pages will gradually fade away, generally being bought out by their stronger competitors. Make no mistake about it. Initials make weak brand or company names.

The Mind Works by Ear

The primary reason name selection errors are so common is that executives live in an ocean of paper. Letters, memos, reports. Swimming in the Xerox sea, it's easy to forget that the mind works aurally. To utter a word, we first translate the letters into sounds. Which is why beginners move their lips when they read.

When you were a child, you first learned to speak and then to read. And you learned to read slowly and laboriously by saying the words out loud as you forced your mind to connect the written word with the aural sound stored in the brain.

By comparison, learning to speak requires much less effort than learning to read. We store sounds directly and then play them back in various combinations as our mental dexterity improves.

As you grow up, you learn to translate written words into the aural language needed by the brain so rapidly that you are unaware the translation process is taking place.

Then you read in the paper that 80 percent of learning takes place through the eyes. Of course it does. But reading is only a portion of the learning process. Much learning occurs from visual clues which do not involve reading in the conventional sense at all. As when you learn the emotional state of another person by "reading" body clues.

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