Jack Trout
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...
break good innovate next problems product question talk trying
What they're trying to say is, we have problems, but we're trying to innovate our way out of our problems. But the next question is, show me the innovation. And that will make or break Ford. I think it's very important for them to come up with some good product to talk about.
attack companies happened hard obsolete technology willing
You have to be willing to attack yourself, making your own technology obsolete with new products. It's hard for some companies to do that, and if you don't, someone will. That's what happened to them.
bad coming company notices press risk sudden turning
The risk is turning a molehill into a mountain. If the press notices that you're coming down on someone, it'll all get magnified and all of a sudden the company is the bad guy.
blown brand hard move
They've blown the cachet they had years ago. It's over now, and it's hard to move a brand up once you've been down.
few sale saying time trump whose
It's an idea whose time has come and gone, ... Wal-Mart's 'Everyday prices' trump blue-light specials. Why they want to try this one again, I have no idea. What Kmart is saying is that we have a few things on sale and Wal-Mart is saying we have a lot of things on sale.
category heritage powerful stick
These things stick in people's minds. Heritage in a category is a very powerful differentiator.
calling dangerous networks question
This is dangerous because the networks are calling into question their own medium.
century exact outdoor run
If I were to use outdoor for Coke, I would do the exact opposite. I would run 19th century billboards. That would be startling.
addition against doubt hands helps mean nike quest run
I don't see how the addition of Reebok helps them in their quest to run against Nike. Does this mean Nike is not going to get their hands on the big athletes? I doubt it.
move quickly ton trick
The trick is to move quickly if you're going to move at all, and come down with a ton of bricks,
It comes down to what is an M&M, and you haven't the foggiest,
brands bring classic history people sort using
People like to bring back the old stuff. These are all classic brands so they have a history ... it is sort of reintroducing the brand to a new generation, using the old symbols.