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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