en

Jack Trout

Jack Trout is an owner of Trout & Partners, a consulting firm. He is one of the founders and pioneers of positioning theory and also marketing warfare theory.
years of life: 1935 present

Quotes

aurelia anastasiahas quoted2 years ago
Perhaps it’s human nature not to admit there are things you can’t do. Certainly most marketers believe that anything is achievable if you are energetic enough, or creative enough, or determined enough. Especially if you are willing to spend enough money.
Антон Чигаревhas quoted2 years ago
you must relate your brand to the brands already in the prospect’s mind.
Антон Чигаревhas quoted2 years ago
the past advertising was prepared in isolation. That is, you studied the product and its features, and then you prepared advertising which communicated to your customers and prospects the benefits of those features. It didn’t make much difference whether the competition offered those features or not.

In the traditional approach, you ignored competition and made every claim seem like a preemptive claim.
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