The New Positioning

The Latest on the World's #1 Business Strategy

Jack Trout, Steve Rivkin

Publisher: McGraw-Hill, 1995, 173 pages

ISBN: 0-07-065291-0

Keywords: Marketing

Last modified: Aug. 31, 2009, 2:02 p.m.

Jack Trout updates and adds to a concept that he first wrote about in 1969. It comes in three parts.

Part One presents new material on the mind and how it works. You'll learn the five most important mental elements in the positioning process.

Part Two presents "repositioning" as the antidote for change. Six case studies teach important lessons on what's necessary to reposition yourself.

Part Three outlines the "tricks of the trade" that he has learned after 25 years of work.

If you found the original "Positioning" useful, the sequel is must reading. It contains the final words on what has become one of the biggest words in business.

  • Part 1. Understand the Mind
    1. Minds Can't Cope
    2. Minds Are Limited
    3. Minds Hate Confusion
    4. Minds Are Insecure
    5. Minds Don't Change
    6. Minds Can Lose Focus
  • Part 2. Dealing with Change
    1. Repositioning: Where Positioning Is At
    2. Repositioning a Software Company
    3. Repositioning an Ice Cream Company
    4. Repositioning an Accounting Firm
    5. Repositioning Political Candidates
    6. Repositioning a Television Show
    7. Repositioning an Oil Company
  • Part 3. The Tricks of the Trade
    1. Minds Work by Ear
    2. Secrets to Finding a Good Name
    3. Getting Around a Bad Name
    4. Naming a Category
    5. Research Can Confuse You
    6. The Positioning Power of PR
    7. Six Positioning Pitfalls
    8. The Right People in the Room


The New Positioning

Reviewed by Roland Buresund

Mediocre **** (4 out of 10)

Last modified: July 19, 2008, 1:47 p.m.

Interesting book, but it is hard to get too enthusiastic about the contents.

Feels like a try to make the last money out of a trend.


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