If you learn how to position your brand, you’ll be able to use your strengths to stand out from your competitors.
Understanding where your brand is positioned in comparison to your competitors is the key to your success. If you cannot be the first on the market, create a memorable brand name and look for gaps where you can thrive. A good marketing strategy that plays to your strengths will help you retain a place in the customer’s mind.
About the Author
Jack Trout was the founder of Trout and Partners, an international marketing strategy company. He was the author or co-author of several best-selling books including five with Al Ries.
As a pioneer of positioning theory, Trout has worked with an array of clients ranging from General Electric to Papa Johns. He worked with the United States Department of State to develop the Brand America campaign during the Iraq war. Trout died in 2017, aged 82.
Al Ries is the co-founder of Ries & Ries, an Atlanta-based consulting company. He has co-authored nine books, five of them with Jack Trout. He has been named one of the Top 10 Business Gurus by the Marketing Executives Networking Groups and in 2016, he was inducted into the Marketing Hall of Fame.