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Jack Trout
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The New Positioning: The Latest on the World's #1 Business Strategy Paperback – May 1, 1997

by Jack Trout (Author), Steve Rivkin (Author)
3.9 out of 5 stars 31 ratings

In the same right-to-the-point, no-nonsense style that was a hallmark of Positioning, this sequel squares off against critical marketing challenges such as how to make sure your message gets through in an era of information overload.

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  1. Print length
    173 pages
  2. Language
    English
  3. Publisher
    McGraw-Hill Education
  4. Publication date
    May 1, 1997
  5. Dimensions
    6 x 0.5 x 9 inches
  6. ISBN-10
    0070653283
  7. ISBN-13
    978-0070653283
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Editorial Reviews

From the Back Cover

Whats new in "The New Positioning'. 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.

About the Author

Jack Trout (Greenwich, CT) is Chairman of Trout & Partners. Authors of numerous best-sellers, Al Ries and Jack Trout are undoubtedly the world's best-known marketing strategists. Their books have been translated into 19 languages worldwide.

Product details

  • Publisher ‏ : ‎ McGraw-Hill Education
  • Publication date ‏ : ‎ May 1, 1997
  • Edition ‏ : ‎ 1st
  • Language ‏ : ‎ English
  • Print length ‏ : ‎ 173 pages
  • ISBN-10 ‏ : ‎ 0070653283
  • ISBN-13 ‏ : ‎ 978-0070653283
  • Item Weight ‏ : ‎ 8.8 ounces
  • Dimensions ‏ : ‎ 6 x 0.5 x 9 inches
  • Customer Reviews:
    3.9 out of 5 stars 31 ratings

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  1. Jack Trout

    Jack Trout

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    Jack Trout is the president of Trout & Partners, a marketing firm with offices in 14 countries. The author or coauthor of numerous bestselling books, Jack Trout is responsible for the freshest ideas in marketing in the last 20 years. His concept of "positioning" has become the world's number-one business strategy.

    See more on the author's page
  2. Steve Rivkin

    Steve Rivkin

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    Discover more of the author’s books, see similar authors, read book recommendations and more.

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3.9 out of 5 stars
31 global ratings

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Top reviews from the United States

  • GoHuskers
    5.0 out of 5 stars The New Positioning
    Reviewed in the United States on July 20, 2013
    Format: PaperbackVerified Purchase
    This is a great book. I have read it now several times. I think Jack Trout could be one of the best when it comes to marketing.
    One person found this helpful
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  • Annemarie
    3.0 out of 5 stars Three Stars
    Reviewed in the United States on February 28, 2015
    Format: KindleVerified Purchase
    it was okay
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  • Luis Maimoni
    4.0 out of 5 stars Another Fun Read from Jack Trout
    Reviewed in the United States on May 25, 2009
    Format: PaperbackVerified Purchase
    Jack Trout's books are always an entertaining, easy read, and The New Positioning is no exception.

    Sure, some others reviewers gripe because (despite the title) there's nothing particularly new in his book. Some suggest you read The 22 Immutable Laws of Branding instead.

    I say they're spoiling the fun. Anyone who's good at anything knows that success comes from repeating the basics. The fact that you've heard this all before (especially if you've read work from Jack Trout and/or his partner Al Ries) doesn't mean you shouldn't read it, or that you'll get nothing from it.

    Here are some tidbits that are worth revisiting:

    * If your assignment... is to change people's minds, don't accept the assignment. (p. 36)
    * Think small and don't tinker. (p. 55)
    * Today, the marketing wars are being won by the well-focused specialists. (p. 64)
    * A picture is not worth a thousand words. (p. 101)

    Sure, it's focused on big-company branding for companies with $zillions to spend. Even so, there is a lot for the entrepreneur:

    * If you don't have a simple, differentiating idea to drive your company or brand, you'd better have a great price. (p. 167)
    * Don't trust your customers to give you all the answers. Trust your instincts. (p. 137)

    Despite my overall agreement with his content, I took issue with his claim that positioning/differentiation is basic common sense.

    If your differentiation is obvious, someone else is probably already using it! Why else would so many organizations believe that they're differentiated on the basis of quality, service, or commitment to their clients/customers?

    As an aside: if there's anything less common than common sense, I'd like to know what it is!

    Differentiation is difficult for entrepreneurs. Your organization works the way it's always worked, which is the way it should work!

    Am I right or am I right?

    Your approach and processes are different, but the differences are transparent to you because they're such a natural part of who you are.

    Sure, once you understand your differentiation, it'll be obvious. But that puts differentiation into a very broad category: that group of understandings which is much clearer in hindsight!
    2 people found this helpful
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  • Charles Ferraro
    5.0 out of 5 stars Business essential.
    Reviewed in the United States on June 9, 2015
    Format: PaperbackVerified Purchase
    An essential book for anyone who wants to strike out on their own.
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  • TB
    5.0 out of 5 stars Five Stars
    Reviewed in the United States on March 31, 2017
    Format: PaperbackVerified Purchase
    As advertised.
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  • Max More
    4.0 out of 5 stars A clear message quickly absorbed
    Reviewed in the United States on August 26, 2001
    Format: Paperback
    Some of those who read the original book, Positioning, found this sequel disappointingly short on new information. However, if you have not read the original, this book is worth reading, in part because it applies its own principles to communicate simply and briefly. Case studies are kept short and the central messages delivered efficiently then reinforced. Trout emphasizes the enormous amount of information and number of choices facing people and the consequent need for simplicity of message, and a clear position in the minds of consumers. Trout uniformly dislikes brand line extension, though he does not deal with counter-examples. The first section of the book, Understanding the Mind sets up the cognitive framework for the positioning approach. The second section, Dealing with Change, helps companies reposition themselves in consumers' minds. The third section, The Tricks of the Trade, goes into some specific strategies for penetrating the noise with your signal. There are deeper and newer books on the subject, but the clear message of this quickly-readable book is worth taking in.
    24 people found this helpful
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  • Claudio Saavedra
    1.0 out of 5 stars Dissapointing. Cheap tricks.
    Reviewed in the United States on May 6, 2009
    Format: Paperback
    It is dissapointing to see one of the founders of the Positioning concept writing such a poor book. There six repositioning example cases worked [...], which don't show any reliable method or conceptual backbone behind. All seem to be whimsy improvisations of "what might work" for these companies.
    Repositioning is shown as a melange of company strategy, branding strategy, business modelling and so on.
    Worse of all, repositioning is designed after poor and unreliable market research data.
    Still too much emphasis on communication to change perceptions, and little emphasis on company delivery as the true proof of company intention.
    The market is not that dumb!

    Claudio Saavedra, MBA., PhD
    Professor of Industrial Marketing
    Santiago - Chile
    [...]
    One person found this helpful
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  • DMAT
    2.0 out of 5 stars Thin and dated
    Reviewed in the United States on February 22, 2008
    Format: PaperbackVerified Purchase
    At 166 page the book is on the thin side, but the it's even thinner contents wise. Mostly a series of anecdotal look at positioning of different large companies with large advertising budgets.
    One person found this helpful
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Top reviews from other countries

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  • カーマイン
    3.0 out of 5 stars レッテルを貼り付ける
    Reviewed in Japan on January 28, 2010
    Verified Purchase
    　「ポジショニング」とは、一言で言えば「レッテルを貼る」ことだといってもいい。クライアントのマインド（心、記憶、印象）にいかに入り込むか、というマーケティングの話。まず、マインドは、「容量が小さい」、「忘れっぽい」、「第一印象が残存し続ける」・・・といった特性があり、この特性を踏まえて自社や自社商品の売り込み方（マインドへの浸透の仕方）を考える。「ライバルのＡ社は一言で言えばこんな会社ですが、わが社Ｂは一言で言えばこんな会社なんですよ」という風にレッテルを貼る事で、自社ビジネスの特徴をアピールする（小泉政治みたい）。古い本なので、当時に比べればポジショニングの大切さは広く認知されてきているのではないかと思うが「ポジショニング」という観点を意識せずにビジネスをしている方にとっては、この本は目からうろこではないかと思う。
    　余談だが、マーケッターとして有名な神田昌典さんの本は、このジャック・トラウト氏の研究を参考にしているのかも。
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  • Ian Puddick
    5.0 out of 5 stars Jack Trout - Master Piece
    Reviewed in the United Kingdom on April 26, 2014
    Verified Purchase
    'The authoritative book on marketing, Jack Trout is the Father of Positioning'
    - Ian Puddick
    Communication Consultant Buckingham Palace London
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