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About Jack Trout
Jack Trout is the president of Trout & Partners, a marketing firm with offices in 14 countries. The author or coauthor of numerous bestselling books, Jack Trout is responsible for the freshest ideas in marketing in the last 20 years. His concept of "positioning" has become the world's number-one business strategy.
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The first book to deal with the problems of communicating to a skeptical, media-blitzed public, Positioning describes a revolutionary approach to creating a "position" in a prospective customer's mind-one that reflects a company's own strengths and weaknesses as well as those of its competitors. Writing in their trademark witty, fast-paced style, advertising gurus Ries and Trout explain how to:
• Make and position an industry leader so that its name and message wheedles its way into the collective subconscious of your market-and stays there
• Position a follower so that it can occupy a niche not claimed by the leader
• Avoid letting a second product ride on the coattails of an established one.
Positioning also shows you how to:
• Use leading ad agency techniques to capture the biggest market share and become a household name
• Build your strategy around your competition's weaknesses
• Reposition a strong competitor and create a weak spot
• Use your present position to its best advantage
• Choose the best name for your product
• Determine when-and why-less is more
• Analyze recent trends that affect your positioning.
Ries and Trout provide many valuable case histories and penetrating analyses of some of the most phenomenal successes and failures in advertising history. Revised to reflect significant developments in the five years since its original publication, Positioning is required reading for anyone in business today.
Two world-renowned marketing consultants and bestselling authors present the definitive rules of marketing.
Renowned marketing expert and best-selling author Jack Trout has a message for managers who are struggling to keep up with today’s ever-changing business climate: “Keep It Simple.” In this paperback edition of The Power of Simplicity, Trout advocates the importance of paying attention to the basics and simplifying processes in order to stay focused on the core business at hand. Through case studies and interviews with successful executives, he shows managers how to cut through jargon, articulate their vision, and regain control of the vital elements of their business in order to make it thrive. According to Trout, the things that propose to streamline companies, like the ubiquitous “mission statements,” often end up bogging down operations by introducing unnecessary complexity where a straightforward approach may be more effective. Trout cites Southwest Airlines, Intel, and Kohl’s department stores among others as successful companies that have rejected showy trappings in favor of simplification.
In the same right-to-the-point, no-nonsense style that was a hallmark of Positioning, this sequel squares off against critical marketing challenges such as how to make sure your message gets through in an era of information overload.
This is the first book to state the obvious. Marketing is a mess.
Marketing guru Jack Trout intends to make a lot of people, who
made the mess, very uncomfortable:
• Advertisers are criticized as people who look for the creative
andedgy, not the obvious. They will not be happy.
• Marketing people are criticized for getting hopelessly
entangled in corporate egos and complicated projects. They
will not be happy.
• Research people are criticized for generating more confusion
than clarity. They will not be happy.
• Some big companies are criticized for their ill-fated
marketing programs or lack of proper strategy. They will not
• Wall Street is criticized for putting too much emphasis on
unnecesary growth that can be destructive to a brand. They
will ignore this criticism and continue trying to make as
much money as they can.
• This book is not written to make people happy but to explain
to marketers what their real problem is. Only then will they
begin to look for the obvious solutions that will separate their
products from their competitors – in a way that is equally
obvious to customers. All this comes with no jargon, no
numbers, no complexity, and a great deal of common sense.
More than just a collection of marketing success stories this book is an in-depth exploration of today’s most successful differentiation strategies. Marketing executives in all types of organizations, regardless of size, can learn how to achieve product differentiation through strategies including:
* Revisiting the U.S.P. -- Rosser Reeves’s classic unique selling proposition approach, updated for today’s market
* Positioning --Understanding how the mind works in the differentiating process
* Owning an Idea -- Techniques to seize a differentiating idea, dramatize it, and make it your own
* Competition -- How to use differentiating ideas against your competitors in the marketplace
In today's ultra-competitive world, the average supermarket has 40,000 brand items on its shelves. Car shoppers can wander through the showrooms of over twenty automobile makers. For marketers, differentiating products today is more challenging than at any time in history yet it remains at the heart of successful marketing. More importantly, it remains the key to a company's survival.
In Differentiate or Die, bestselling author Jack Trout doesn't beat around the bush. He takes marketers to task for taking the easy route too often, employing high-tech razzle-dazzle and sleight of hand when they should be working to discover and market their product's uniquely valuable qualities. He examines successful differentiation initiatives from giants like Dell Computer, Southwest Airlines, and Wal-Mart to smaller success stories like Streit's Matzoh and Connecticut's tiny Trinity College to determine why some marketers succeed at differentiating themselves while others struggle and fail.
More than just a collection of marketing success stories, however, Differentiate or Die is an in-depth exploration of today's most successful differentiation strategies. It explains what these strategies are, where and when they should be applied, and how they can help you carve out your own image in a crowded marketplace. Marketing executives in all types of organizations, regardless of size, can learn how to achieve product differentiation through strategies including:
* Revisiting the U.S.P.
Rosser Reeves's classic unique selling proposition approach, updated for today's marketplace
Understanding how the mind works in the differentiating process
* Owning an Idea
Techniques to seize a differentiating idea, dramatize it, and make it your own
How to use differentiating ideas against your competitors in the marketplace
Consumers today are faced with an explosion of choices. In this environment, distinctive product attributes are quickly copied by competitors, perceived by consumers to be minimal, or both. Still, those who fail to differentiate their product or service in the mind of the consumer won't stand a chance.
Differentiate or Die outlines the many ways you can achieve differentiation. It also warns how difficult it is to achieve differentiation by being creative, cheap, customer oriented, or quality driven things that your competitors can do as well.
Praise for Differentiate or Die
"Another great book by the king of positioning!"-John Schnatter, CEO, Papa John's International
"Differentiate or Die differentiates itself on the groaning marketing bookshelf with its lucid prose, its clear vision of the future marketplace . . . and its sensible solutions for surviving the frenzied competition we're sure to find there."-Dan Rather, CBS News
"What I like about Differentiate or Die is the book's emphasis on the power of logic, simplicity, and clarity-getting to the essence of a problem. In Silicon Valley, attributes like that can make the difference between having lunch and being lunch."-Scott McNealy, CEO, Sun Microsystems, Inc.
"Trout and Rivkin marvelously illustrate that differentiation is the cornerstone of successful marketing." -Philip Kotler, S.C. Johnson Distinguished Professor of International Marketing,
Kellogg Graduate School of Management, Northwestern University
"We've built our business by being first-and executing best.
In this important and controversial book, the ‘king of positioning’ Jack Trout reveals the disastrous marketing and strategy blunders that led to the trouble at some of the most recognized superbrands. And he provides candid analyses as to how these mistakes could have been avoided. Scrutinizing many of the world’s most renowned companies under the microscope, Big Brands, Big Trouble provides in-depth case studies that chronicle the events leading up to the fall from grace of such mega-names as Xerox, Levi’s, Miller Brewing, Digital Equipment, Burger King and many others.
From the bestselling coauthor of Positioning--essential tactics for success in every marketing arena
With his 1981 classic, Positioning, Jack Trout (along with coauthor Al Reis) forever changed the way marketing strategy is done. In the more than two decades since then, he has remained at the forefront of marketing and strategic thinking. Written in response to the demands by Trout fans, acolytes, and students worldwide, this book brings together the key ideas from his substantial body of work in a quick-bite format.
Trout on Strategy:
- Is an ideal introduction to the thinking of one of the century's most influential marketing innovators
- Explores Trout's major themes, including survival, perception, differentiation, and more
- Connects the dots in his major works and makes his ideas relevant to the biggest issues facing business today
The book that completes Positioning . . .
Thirty years ago, Jack Trout and Al Ries published their classic bestseller, Positioning: The Battle for Your Mind—a book that revolutionized the world of marketing. But times have changed. Competition is fiercer. Consumers are savvier. Communications are faster. And once-successful companies are in crisis mode.
Repositioning shows you how to adapt, compete—and succeed—in today’s overcrowded marketplace. Global marketing expert Jack Trout has retooled his most effective positioning strategies—providing a must-have arsenal of proven marketing techniques specifically redesigned for our current climate. With Repositioning, you can conquer the “3 Cs” of business: Competition, Change, and Crisis . . .
- BEAT THE COMPETITION: Challenge your rivals, differentiate your product, increase your value, and stand out in the crowd.
- CHANGE WITH THE TIMES: Use the latest technologies, communications, and multimedia resources to connect with your consumers.
- MANAGE A CRISIS: Cope with everything from profi t losses and rising costs to bad press and PR nightmares.
Even if your company is doing well, these cutting-edge marketing observations can keep you on top of your game and ahead of the pack. You’ll discover how expanding product lines may decrease your overall sales, why new brand names often outsell established brands, and why slashing prices is usually a bad idea. You’ll learn the dangers of attacking your competitors head-on—and the value of emphasizing value. You’ll see how consumers can have too many choices to pick from—and what you can do to make them pick your brand.
Drawing from the latest research studies, consumer statistics, and business-news headlines, Trout reveals the hidden psychological motives that drive today’s market. Understanding the mindset of your consumers is half the battle. Winning in today’s world is often a matter of repositioning. It’s how you rethink the strategies you’ve always relied on. It’s how you regain the success you’ve worked so hard for. It’s how you win the new battle of the mind.
The "King of Positioning" Jack Trout presents the story of PJ Bigdome, a newly appointed CEO looking for a new way to successfully learn about marketing. Luckily, within his PC lurks a genie with vast experience in the particulars of marketing (having helped out with some of the biggest marketing successes ever). As Bigdome finds answers to his most important questions, the reader learns the secrets of successful marketing, such as: the essence of marketing; how much stock to put into research; how to evaluate advertising; how to allocate budgets; and much more. A Genie's Wisdom allows Trout, a famed business visionary, to distill his years of management and marketing experience into an entertaining and educational yarn that reveals today's essential practices.