Trout & Partners - Global Leaders in Strategic Positioning

Trout & Partners

Global Leaders in Strategic Positioning

Concepts & Methodolgy

SETTING THE RIGHT DIRECTION

Where Are You Headed?
The answer to that question is critical in launching any marketing program. The wrong direction can cost you wasted time, wasted money and wasted efforts. Besides that, you’ll get nowhere in today’s competitive market.

Setting The Direction.
Trout & Partners is all about setting the right direction for a program. What should be the right differentiating strategy? How should it be verbalized? How should it be brought to life? What things have to be changed? The proper answers to those questions can save you a lot of money in such things as promotion, advertising and other activities headed off in the wrong direction. A direction that will produce little success.

Building Perceptions.
Positioning is a body of work that figures out how to best position your company, product or services in the minds of your customers and prospects. It is best defined as: How you differentiate yourself in the mind. This is a process that we have pioneered and written about for many years. It’s also a process that is not understood by large management consultants. It is what we do.

Strategy Is All About Differentiation
For what seems like several lifetimes, we’ve been preaching the importance of being different. And if you don’t find a way to be unique, you had better have a low price. In Positioning it was about how you differentiate yourself in the mind of your prospect. In Marketing Warfare it was about how to use a differentiating idea to defend, attack, flank or become a guerrilla. In The 22 Immutable Laws of Marketing it was how to use a differentiating idea to build a brand. In The Power of Simplicity it was explaining that strategy was all about differentiation. Differentiate or Die layed out the many ways to do it. Big Brands, Big Trouble cataloged the lessons learned by companies who failed to differentiate themselves. It’s at the heart of everything we’ve done for almost thirty years. .

 
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