Repositioning: Marketing in an Era of Competition, Change, and Crisis
by Jack Trout with Steve Rivkin
Repositioning by Jack Trout is a follow-up to a book called Positioning: The Battle for Your Mind, which Trout co-wrote with Al Ries 30 years prior.
Positioning is a competitive strategy, which Trout defines as “how you differentiate yourself in the mind of your prospect.” Repositioning is about adjusting perceptions about you or about your competition. Trout stresses simplicity–you need one powerful differentiating idea, the more obvious the better. Continue reading
In Search of the Obvious: The Antidote for Today’s Marketing Mess
by Jack Trout
Jack Trout has been a marketing professional for over 40 years. This book is about how the marketing profession has gotten off course, and the importance of timeless fundamentals, simplicity, and common sense.
Trout is critical of Madison Avenue. “To me it’s creativity run amok…The fact is that creativity was always a misnomer. An agency isn’t creating something. The company or product or service already exists. What they are doing is figuring out what is the best way to sell it. That, simply stated, means to take that logical, differentiating argument and dramatize it.” Continue reading