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The New Positioning epub

by Jack Trout

The New Positioning epub

ISBN: 1559351934

ISBN13: 978-1559351935

Author: Jack Trout

Category: Business books

Subcategory: Marketing & Sales

Language: English

Publisher: Soundelux Audio Pub (January 1, 1996)

ePUB book: 1410 kb

FB2 book: 1138 kb

Rating: 4.6

Votes: 223

Other Formats: docx mobi txt lrf

Whats new in "The New Positioning'. Jack Trout updates and adds to a concept that he first wrote about in 1969. This is a great book. I have read it now several times. I think Jack Trout could be one of the best when it comes to marketing.

Whats new in "The New Positioning'. It comes in three parts. Part One presents new material on the mind and how it works. You'll learn the five most important mental elements in the positioning process. Part Two presents "repositioning" as the antidote for change. Six case studies teach important lessons on what's necessary to reposition yourself.

Jack Trout is the author of five best-selling books, including Bottom-Up Marketing, Positioning: The Battle .

Jack Trout is the author of five best-selling books, including Bottom-Up Marketing, Positioning: The Battle for Your Mind and Marketing Warfare. He is the president of Trout & Partners Lt. in Greenwich, Connecticut, a marketing strategy firm that has consulted for leading corporations such as AT&T, Merck, IBM, SouthWest Airlines, and Warner-Lambert. Steve Rivkin worked with Jack Trout for 15 years and then founded his own communications consulting firm, Rivkin & Associates.

John Francis "Jack" Trout (January 31, 1935 – June 4, 2017) was an owner of Trout & Partners, a consulting firm. He was one of the founders and pioneers of positioning theory and also marketing warfare theory. Trout started his business career in the advertising department of General Electric. From there he went on to become a divisional advertising manager at Uniroyal. Then he joined Al Ries in the advertising agency and marketing strategy firm where they worked together for over twenty-six years.

Talks about branding and rebranding in customer's mind. This is the summary of the book The New Positioning in a single line. This book is essentially an update of a classic that Trout wrote with his earlier partner Al Ries entitled Positioning - The Battle for Your Mind (Warner Books, 1981).

A book on nothing else, but: Brand Positioning. The analogy that is most often used in the book is a ladder. Essentially, creating a new ladder for yourself. It’s a bit high level, on how to approach building a strong brand. If you’re the top rung on the ladder, it’s very hard for 2nd highest rung to become the top (think Coke vs. Pepsi in cola’s, or McDonalds vs. Burger King in burgers). To stick with the car rental example (and now I’m going to start to make up these examples, but they’re relevant :), if the car rental service in the country is positioned as the best car rental service in the prospects mind, then position your brand differently.

Positioning has become one of the most renowned, best-selling books about marketing strategies in the last few decades. Trout and Ries also co-wrote the marketing classic Marketing Warfare. It describes a revolutionary marketing concept developed by the authors in the 1970s after it became clear that classic advertising was no longer effective due to an increase in media and competition. Positioning focuses on how to position your product in the market to become an industry leader. Anyone who wants to read one of the most influential books on marketing.

Sequel to: Positioning, Al Ries and Jack Trout. We’re dedicated to reader privacy so we never track you.

This is a book summary of Positioning by Al Ries and Jack Trout. Positioning is not about creating something new and different. It’s about manipulating what’s already in the prospect’s mind. It’s about bridging the connections that already exist.

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The New Positioning : The Latest on the World's Business Strategy.

Packed with keen insight, penetrating analysis, and irreverent advice, The New Positioning delivers hundreds of examples, anecdotes, and case studies on computers, oil companies, television shows, soft ice cream, even political candidates. 2 cassettes.
Jack Trout's books are always an entertaining, easy read, and The New Positioning is no exception.

Sure, some others reviewers gripe because (despite the title) there's nothing particularly new in his book. Some suggest you read The 22 Immutable Laws of Branding instead.

I say they're spoiling the fun. Anyone who's good at anything knows that success comes from repeating the basics. The fact that you've heard this all before (especially if you've read work from Jack Trout and/or his partner Al Ries) doesn't mean you shouldn't read it, or that you'll get nothing from it.

Here are some tidbits that are worth revisiting:

* If your assignment... is to change people's minds, don't accept the assignment. (p. 36)
* Think small and don't tinker. (p. 55)
* Today, the marketing wars are being won by the well-focused specialists. (p. 64)
* A picture is not worth a thousand words. (p. 101)

Sure, it's focused on big-company branding for companies with $zillions to spend. Even so, there is a lot for the entrepreneur:

* If you don't have a simple, differentiating idea to drive your company or brand, you'd better have a great price. (p. 167)
* Don't trust your customers to give you all the answers. Trust your instincts. (p. 137)

Despite my overall agreement with his content, I took issue with his claim that positioning/differentiation is basic common sense.

If your differentiation is obvious, someone else is probably already using it! Why else would so many organizations believe that they're differentiated on the basis of quality, service, or commitment to their clients/customers?

As an aside: if there's anything less common than common sense, I'd like to know what it is!

Differentiation is difficult for entrepreneurs. Your organization works the way it's always worked, which is the way it should work!

Am I right or am I right?

Your approach and processes are different, but the differences are transparent to you because they're such a natural part of who you are.

Sure, once you understand your differentiation, it'll be obvious. But that puts differentiation into a very broad category: that group of understandings which is much clearer in hindsight!
An essential book for anyone who wants to strike out on their own.
This is a great book. I have read it now several times. I think Jack Trout could be one of the best when it comes to marketing.
As advertised.
At 166 page the book is on the thin side, but the it's even thinner contents wise. Mostly a series of anecdotal look at positioning of different large companies with large advertising budgets.
it was okay
Some of those who read the original book, Positioning, found this sequel disappointingly short on new information. However, if you have not read the original, this book is worth reading, in part because it applies its own principles to communicate simply and briefly. Case studies are kept short and the central messages delivered efficiently then reinforced. Trout emphasizes the enormous amount of information and number of choices facing people and the consequent need for simplicity of message, and a clear position in the minds of consumers. Trout uniformly dislikes brand line extension, though he does not deal with counter-examples. The first section of the book, Understanding the Mind sets up the cognitive framework for the positioning approach. The second section, Dealing with Change, helps companies reposition themselves in consumers' minds. The third section, The Tricks of the Trade, goes into some specific strategies for penetrating the noise with your signal. There are deeper and newer books on the subject, but the clear message of this quickly-readable book is worth taking in.
For someone who has not read any of the authors' (especially Trout's) other books, this has some value. For that reason, I rate it higher than do many other reviewers. However, it is inferior to the original Positioning (by Ries and Trout) and adds very little (if anything) that is "new" to the concepts and comments provided in that important book. The value of the original is increased substantially when read in combination with other works such as Levitt's The Marketing Imagination and Barker's Paradigms. Because effective positioning is (literally) a moving target, those involved must be both willing and able to modify that positioning in response to rapid, sometimes major changes in the competitive marketplace. That is to say, new positioning may be necessary. The authors of this book already have an excellent title. Now all they need is a text which is worthy of it.