Trout & Partners - Global Leaders in Strategic Positioning

Trout & Partners

Global Leaders in Strategic Positioning

Trout & Partners Team

Trout & Partners is one of the most prestigious marketing firms with headquarters in Old Greenwich, Connecticut, USA and offices in 20 countries. This is the consulting firm founded by Jack Trout, who is the father of positioning and recognized as the world's foremost marketing strategist. It is a global network of strategic marketing experts that apply Jack Trout’s concepts and develop his methodology around the world.

Click on the team members to read their Bio:

Ron Lane
Ron Lane is Chairman of Trout & Partners (Asia). Over the course of his thirty-two year career (twenty-five in line marketing and general management), Ron has repositioned such well-known Australian brands as Peter Jackson, Sorbent and Colonial/State Bank. In the mid-1980's he repositioned the Peter Jackson brand from the lowest-priced cigarette which resulted in a market share increase from 4% to 18% in twelve months. In the late 1980's he repositioned the Sorbent brand in the toilet tissue category which saw the brand market share increase from 5% to 19% in just seven months.

Ron has held the positions of Director of Marketing (Australasia) for Andersen Worldwide, Group Marketing Director for the Colonial Group, Director of Business Consulting for Deloitte Ross Tohmatsu, General Business Manager for Bowater-Scott, Corporate Marketing Director for Phillip Morris, and Business Analyst for Exxon Chemicals. He has worked in Singapore, Hong Kong, Beijing, Taiwan and New York and lectured at the Melbourne Business School, Monash University and at the Monash Mt Eliza Business School.

Ron holds six tertiary qualifications inclusive of a Ph.D. in brand loyalty and brand equity from the Melbourne Business School (Harvard examined). He published the seminal paper explaining the link between positioning, branding, brand equity and brand loyalty in 1995 (World Marketing Congress, Academy of Marketing Science, July 1995). He is a fellow of the Academy of Marketing Science, the Strategic Management Society and a member of the Market Research Society of Australia.


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