: jack trout
not a battle of products...
It is a battle of Perceptions!
In 1969, Jack Trout wrote
a paper entitled "Positioning is a Game People
Play in Today's Me-Too Marketplace". That concept
and the knowledge has come to the forefront as the
best marketing strategy in this century. The author
became immortal as one of the world's best-known marketing
Jack Trout is the acclaimed co-author
of 9 industry classics published in 18 languages:
He is the President of Trout &
Partners Ltd., based in Connecticut. He has consulted
for Fortune 500 companies and leading corporations
such as AT&T, IBM, Chase Manhattan, Procter &
Gamble, Lotus, Merck, Southwest Airlines, Warner-Lambert,
Described as the "World's Foremost Marketing
Strategist", Trout is the originator
of Positioning, The Brand Extension Trap, Marketing
Warfare, Bottom-Up Marketing and other concepts in
marketing strategy. He has over 40 years of extensive
experience in advertising and marketing, and in the
1980s became the boardroom advisor to some of the
world's largest corporations.
His worldwide consulting work gives
him first-hand experience about developments in marketing
across numerous corporations and countries. He has
gained worldwide reputation as consultant, writer,
speaker and proponents of leading-edge marketing strategies.
: steve rivkin
Naming something may be the most
universal aspect of being in business. After all,
you don't have to advertise, promote, package, do
point-of-sale, or train for customer sensitivity.
You don't even (perish the thought...) have to position
yourself. But whether it's your company, division,
product, or service, you do have to call the baby
something. So why not choose a name that works overtime?
A name that actually starts the positioning process...
Steve Rivkin, the World's
Number One Naming Strategist, has a diverse
background in marketing, advertising, corporate communications,
naming, identity, public affairs and journalism.
President of Rivkin & Associates,
Inc. (1989), a marketing and communications consultancy,
his firm completed naming assignments for more than
75 companies in consumer products, technology, healthcare
and financial services. Among them, he created proprietary
names for Allen-Bradley, Chanel, Kraft General Foods,
MasterCard International, Monsanto, Pfizer, Sallie
Mae, Schein Pharmaceuticals, Tiffany & Co, Trilion
Diamonds and Wendy's.
Prior to forming his own firm,
Steve spent 15 years with Trout & Ries Inc., the
prestigious marketing and positioning strategies firm
known for its pioneering work in "Positioning:
The Battle for Your Mind".
Steve is the co-author (with positioning
strategist Jack Trout) of the book's sequel "The
New Positioning: The Latest on the World's #1 Business
Strategy" , The
Power of Simplicity: A Management Guide to Cutting
Through the Nonsense and Doing Things Right and Differentiate
Survival in Our Age of Killer Competition (2000).
Steve is a much sought-after speaker
on marketing and communications topics, and has appeared
at more than 200 seminars, conferences and retreats.
RIVKIN'S ARTICLES ONLINE!