Repositioning: Marketing in an Era of Competition, Change and Crisis

by Jack Trout, Steve Rivkin

The book that completes Positioning . . . Thirty years ago, Jack Trout and Al Ries published their classic bestseller, The Battle for Your Mind ―a book that revolutionized the world of marketing. But times have changed. Competition is fiercer. Consumers are savvier. Communications are faster. And once-successful companies are in crisis mode. Repositioning shows you how to adapt, compete―and succeed―in today’s overcrowded marketplace. Global marketing expert Jack Trout has retooled his most effective positioning strategies―providing a must-have arsenal of proven marketing techniques specifically redesigned for our current climate. With Repositioning , you can conquer the “3 Cs” of Competition, Change, and Crisis . . .

Genres: Business

224 pages, Hardcover

First published January 1, 2009

About the author

John Francis "Jack" Trout was an American advertising executive and an owner of Trout & Partners, a consulting firm. He was the founder and pioneer of positioning theory and also marketing warfare theory.

Reviews

[Steven Howard · Rating 1 out of 5]

A classic example of a brand extension gone wrong. Jack Trout tries to update the classic "Positioning: The Battle For Your Mind" some 30 years later, but without co-author Al Reis. Both the concept of the new book, and the solo act, were mistakes.

Not surprisingly, this book never came close to reaching the heights of "Positioning."

[Dmitry · Rating 1 out of 5]

(The English review is placed beneath the Russian one)

Для меня очевидно, что эта книга была составлена из фрагментов предыдущих книг этого автора. Поэтому слово «Репозиционирование» (Repositioning), которое стоит в названии книги, не должно вводить в заблуждение. Короче говоря, нет смысла читать эту книгу тем, кто прочитал основные работы как Джека Траута так и Эла Райса. И я бы даже сказал, что её не стоит читать даже тем, кто ничего не читал ни у Траута ни у Райса. Причиной же этого является очень фрагментарный текст с очень короткими главами, которые больше напоминают пост в какой-нибудь социальной сети, нежели главу из книги, а из-за этого читатель просто ничего не запомнит.

Автор начинает книгу, так же как многие свои предыдущие, с тезиса об увеличении информации в сегодняшнем мире. Далее логически идёт умозаключение, что количество брендов также увеличилось многократно. Теперь уже покупатель выбирает не между двумя-тремя брендами (например, Coca-Cola и Pepsi), а между десятками, включая десятки различных брендов простой газированной воды. Впрочем, это очевидно для многих. Но пишется всё это в рамках концепции позиционирования, подразумевая, что чем больше однотипных брендов существует на рынке, тем более сфокусированным новый бренд должен стать (это же актуально и для уже существующих, но не прибыльных брендов которым как раз и необходимо репозиционирование). Однако всё это (включая тему репозиционирования) было описано в предыдущих книгах Траута и Райса.

Всему вышесказанному посвящена первая из четырёх глав. Последняя глава, кстати, посвящена репозиционированию, однако она содержит все те же идеи что были высказаны Траутом и Райсом в предыдущих своих книгах (к примеру, если покупатели во что-то поверили, их трудно потом переубедить или репозиционированию может препятствовать CEO). Честно сказать, все оставшиеся части, т.е. 2, 3, и 4 части, очень короткие и очень фрагментированные из-за чего невозможно сформировать общее впечатление, а написанное очень быстро забывается. Автор всё говорит верно, вот только это выглядит как советы по маркетингу из твиттера. Что касается 2 и 3 глав, т.е. середины книги, то они состоят из примеров, которые, опять таки, впервые появились в предыдущих книгах этих двух авторов, а также вопросов, которые уже рассматривались авторами, как например невозможность предсказать будущее, с 6 очень выразительными цитатами, в которых руководители крупных и известных компаний делали крайне неудачные заявления («здесь нет никаких причин иметь дома компьютер», CEO DEC).

For me, it is obvious that this book has been compiled from fragments of previous books by this author. Therefore, the word “Repositioning” in the title of the book should not be misleading. In short, there is no point in reading this book for those who have read the major works of both Jack Trout and Al Ries. And I would even say that it should not be read even by those who have not read anything by either Trout or Ries. The reason for this is the very fragmented text with very short chapters that are more like a post on some social networking site than a chapter in a book, and because of this, the reader will simply not remember anything.

The author starts the book, as well as many of his previous ones, with the thesis about the increase of information in today's world. Then the logical conclusion is that the number of brands has also increased many times over. No longer does a customer choose between two or three brands (for example, Coca-Cola and Pepsi) but between dozens, including dozens of different brands of plain carbonated water. However, this is obvious to many people. But all this is written within the concept of positioning, implying that the more similar brands there are on the market, the more focused the new brand should become (this is also true for existing but not profitable brands that need repositioning). However, all of this (including the topic of repositioning) has been covered in previous books by Trout and Ries.

The first of the four chapters is devoted to all of the above. The last chapter, by the way, is devoted to repositioning, but it contains all the same ideas that were expressed by Trout and Ries in their previous books (for example, if customers believe in something, it is difficult to change their minds or repositioning can be hindered by the CEO). To be honest, all the remaining parts, i.e., parts 2, 3, and 4, are very short and very fragmented, which makes it impossible to form an overall impression, and what is written is quickly forgotten. The author says everything right, except that it looks like marketing advice from Twitter. As for Chapters 2 and 3, i.e., the middle of the book, they consist of examples that, again, first appeared in the previous books of these two authors, as well as issues that have already been addressed by the authors, such as the impossibility of predicting the future, with 6 very expressive quotes in which CEOs of large and famous companies made extremely unfortunate statements (“there is no reason to have a computer at home”, CEO of DEC).

[Linh Nguyen · Rating 5 out of 5]

I was given this book 3 years ago by a brother. Now when i find the passion in marketing back, i read it with all my enthusiasm. Luckily, the time i finished it is also the competition of Milo and Ovaltine. Ovaltine repositions itself with a positive label by attaching a negative one to Milo. I like Ovaltine's message. About Milo, i think its reaction is not wise enough, but clearly, Milo is on a weak side.

[Jas · Rating 4 out of 5]

Older book on re-aligning your business for better success. Is very interesting in noticing his examples of businesses not doing the right thing; which ones made the move or didn't; and which ones met his predictions. Just about always correct.

Good thoughts on how to position your business for success.

[Akanksha · Rating 4 out of 5]

Very easy read and pertinent to most day to day activities and challenges faced by a marketing professional. If you are in this field then you will really be able to draw parallels on many chapters covered in this book.

[E · Rating 5 out of 5]

Helpful repositioning strategies

“This turned out to be a difficult book to write because I’ve already written so much on the subject…Readers of my work might recognize some things I’ve mentioned in one of my 15 other books.” So reads the opening lines of marketing maven Jack Trout’s guide to repositioning. This defeatist introduction doesn’t exactly promise much in the way of ingenuity or innovation. However, when you peruse this book, a follow-up to the business classic Positioning: The Battle for Your Mind, it quickly becomes clear why Trout is in great demand as a speaker. The book reads like a marketing presentation. In a dynamic and engaging way, Trout, with the aid of marketing consultant Steve Rivkin, explains how repositioning can help you differentiate your brand from your competition, manage change and deal with crises. The book is filled with marketing war stories of successes and failures, with an occasional (if a tad egotistical) aside – such as, “If only they had taken my advice…” – thrown in. Although full of colorful real-life case studies, it is, at times, short on tactics and applicable advice. getAbstract recommends Trout’s previous bestseller to those who are new to marketing and this sequel to anyone who desires a refresher course.

[Jason · Rating 5 out of 5]

Repositioning gives a powerful take on the new age of marketing taking into account the hypergrowth of information access. Repositioning has become mandatory and of greater importance when technology creates immediate transparency for the entire market. Repositioning provides the tools necessary for this transition.

[Audrey · Rating 4 out of 5]

As a person with very little experience or education in marketing, I found this book straightforward and accessible. Repositioning in this case involves a company's re-branding strategies in the face of new competition or other changes. The strongest message is that, though often overlooked, simple and obvious should be the strongest factors considered in repositioning strategies.

[Kevin Dunning · Rating 4 out of 5]

20 years after reading Positioning, which has always been a favorite, I was very pleased with RePositioning. It essentially tackles Crisis, Competition and Change in a global business environment. Great examples throughout. An informative, easy read.

[Gianto Sibarani · Rating 3 out of 5]

Isi bukunya gk terlalu bagus, karena tutur bahasanya yang aur-auran. entah yang nerjemahin yang lagi pusing atau memang dari sononya. Contoh2 yang dikasih ama bukunya adalah keadaan di Amerika serikat jadi harus maklumin aja ya

[Lori Grant · Rating 5 out of 5]

A must-read book on market positioning for the knowledge worker, manager, executive, or entrepreneur.

[Faiz Faradisa · Rating 5 out of 5]

you should repositioning your bussiness product in customer's perseption....when it doesn't relevant anymore...

[Alexandre · Rating 4 out of 5]

Nice, easy to read, but its not genious.
But very good.