Jack Trout is a great idol in the world of advertising. He has been in the business for over forty users, according to http://www.troutandpartners.com/team/jack_trout.asp. He is a sought after keynote speaker, and has made his legacy off of one important idea: repositioning. In the video listed above, Trout explains his major tactics and opinions on the matter.
Repositioning is remaking a product's image. Trout explains how repositioning is important in keeping a brand fresh, however it must be done in the right way. If a company does not choose its words correctly, they can be misconstrued. Sometimes, a slogan can even be turned against a company by a competitor. Trout explained how this happened with iHop.
In sum, Trout achieved success by strategizing. His strategy was forging a path that established uniqueness, but did not over simplify the product. He believes that the product must be clearly explained and choose only one platform at a time for build up. Trout calls it, "How you adjust the perceptions in the mind of a prospect."
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