SETTING THE RIGHT DIRECTION
Where Are You Headed?
The answer to that question is critical in launching any
marketing program. The wrong direction can cost you wasted
time, wasted money and wasted efforts. Besides that, youíll
get nowhere in todayís competitive market.
Setting The Direction.
Trout & Partners is all about setting the right
direction for a program. What should be the right
differentiating strategy? How should it be verbalized? How
should it be brought to life? What things have to be
changed? The proper answers to those questions can save you
a lot of money in such things as promotion, advertising and
other activities headed off in the wrong direction. A
direction that will produce little success.
Positioning is a body of work that figures out how to best
position your company, product or services in the minds of
your customers and prospects. It is best defined as: How you
differentiate yourself in the mind. This is a process that
we have pioneered and written about for many years. Itís
also a process that is not understood by large management
consultants. It is what we do.
Strategy Is All About Differentiation
For what seems like several lifetimes, weíve been
preaching the importance of being different. And if you
donít find a way to be unique, you had better have a low
price. In Positioning it was about how you differentiate
yourself in the mind of your prospect. In Marketing Warfare
it was about how to use a differentiating idea to defend,
attack, flank or become a guerrilla. In The 22 Immutable
Laws of Marketing it was how to use a differentiating idea
to build a brand. In The Power of Simplicity it was
explaining that strategy was all about differentiation.
Differentiate or Die layed out the many ways to do it. Big
Brands, Big Trouble cataloged the lessons learned by
companies who failed to differentiate themselves. Itís at
the heart of everything weíve done for almost thirty years.