Steve Rivkin
A widely-recognized expert in naming, Mr. Rivkin regularly provides
naming services for the partner firms of Trout & Partners Ltd. He
has also completed naming assignments for such clients as Alliant
Energy, Aqua-Glass Corp., Biosense/J&J, Clairol, Georgia-Pacific,
Kraft Foods, Pfizer Howmedica, Premio Foods, 3M and Tiffany & Co. In
2004 Steve Rivkin co-authored The Making of a Name, described by
Oxford University Press as “the definitive book on names and
naming.”
Mr. Rivkin is also the co-author of three books with marketing
strategist Jack Trout: The New Positioning, the sequel to the
international best-selling book that introduced the concept of
positioning; The Power of Simplicity, a guide to coping with the
complexity of management, leadership and people issues; and
Differentiate or Die, which presents the keys to survival in a
killer global economy.
Steve Rivkin founded Rivkin & Associates, Inc., a marketing and
communications consultancy, in 1989. He has a diverse background in
marketing, advertising, naming, identity, corporate communications,
public affairs and journalism.
Prior to forming his own firm, Mr. Rivkin spent 15 years with Trout
& Ries Inc., the prestigious marketing strategy firm known for its
pioneering work in Positioning and Marketing Warfare. As executive
vice president at Trout & Ries, Mr. Rivkin supervised campaigns and
strategy projects for such clients as Harrah's Hotels,
Ingersoll-Rand, Leica Cameras, Magnavox, Playtex, Stop & Shop
Supermarkets, United Jersey Banks and Western Union.
A journalism graduate from the University of Missouri, he began his
career as an associate editor of Iron Age magazine, a weekly trade
publication. Later, he was co-founder and editor of Financial
Marketing Abstracts, a monthly newsletter.
Mr. Rivkin is a frequent speaker on marketing and communications
topics. For 10 years he has been on the faculty of the Estes Park
Institute, a leading healthcare education organization, and he has
appeared at hundreds of other seminars, conferences and retreats in
the U.S., Europe and Southeast Asia. He and his wife April live in
northern New Jersey.
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