Overview
Main description
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.
Table of contents
Chapter one: Perception is reality.
Chapter two: Evolution is reality.
Chapter three: How to evolve.
Chapter four: When to evolve.
Chapter five: Internal evolution.
Chapter six: Repositioning takes time.
Chapter seven: Repositioning as a competitive weapon.
Chapter eight: Using a negative to set up a
positive.
Chapter nine: Repositioning in politics.
Chapter ten: Repositioning in business.
Author comments
Jack Trout is president of Trout & Partners, a worldwide marketing firm with headquarters in Connecticut and offices in 13 countries. With Al Ries, he coauthored the marketing classic Positioning and the bestsellers
Marketing Warfare and The 22 Immutable Laws of
Marketing. Trout’s books have been translated into
16 languages, including the BusinessWeek bestseller
The New Positioning. You can visit his Web site at
www.troutandpartners.com.
Steve Rivkin is a naming expert with Trout & Partners
and coauthor of three books with Jack Trout. He is founder
of Rivkin & Associates LLC, a marketing and communications
consultancy in Glen Rock, N.J. Visit Steve at
www.rivkin.net.
Back cover copy
The marketplace is changing. Are you?
So you’ve mastered the art of marketing. You’ve positioned your company, branded your
product, and targeted your consumer. Unfortunately, in today’s economy, that’s not enough.
You need REPOSITIONING.
A brilliant new approach to consumer psychology and corporate identity, this groundbreaking—
and game-changing—guide shows you how to . . .
RETHINK your current marketing
REFOCUS your consumer branding
REASSESS your company’s strengths
REPOSITION your corporate identity
RECLAIM your competitive edge
