Steve Rivkin – författare

The book that completes Positioning . . .

Thirty years ago, Jack Trout and Al Ries publishedtheir classic bestseller, Positioning: The Battle for YourMind—a book that revolutionized the world of marketing.But times have changed. Competition is fiercer.Consumers are savvier. Communications are faster. Andonce-successful companies are in crisis mode.

Repositioning shows you how to adapt, compete—andsucceed—in today’s overcrowded marketplace. Globalmarketing expert Jack Trout has retooled his mosteffective positioning strategies—providing a must-havearsenal of proven marketing techniques specificallyredesigned for our current climate. With Repositioning,you can conquer the “3 Cs” of business: Competition,Change, and Crisis . . .

BEAT THE COMPETITION: Challenge your rivals,differentiate your product, increase your value,and stand out in the crowd.CHANGE WITH THE TIMES: Use the latesttechnologies, communications, and multimediaresources to connect with your consumers.MANAGE A CRISIS: Cope with everything fromprofi t losses and rising costs to bad pressand PR nightmares.

Even if your company is doing well, these cutting-edgemarketing observations can keep you on top of your gameand ahead of the pack. You’ll discover how expandingproduct lines may decrease your overall sales, why newbrand names often outsell established brands, and whyslashing prices is usually a bad idea. You’ll learn thedangers of attacking your competitors head-on—andthe value of emphasizing value. You’ll see how consumerscan have too many choices to pick from—and whatyou can do to make them pick your brand.

Drawing from the latest research studies, consumer statistics,and business-news headlines, Trout reveals thehidden psychological motives that drive today’s market.Understanding the mindset of your consumers is halfthe battle. Winning in today’s world is often a matter ofrepositioning. It’s how you rethink the strategies you’vealways relied on. It’s how you regain the success you’veworked so hard for. It’s how you win the new battle ofthe mind.

How do brand names differ from other names, and what goes into making a good name great and a bad name ghastly? Knowing this can spell the difference between bankruptcy and marketplace triumph. In this indispensable guide, the authors share the secrets of successful brand names--how they've indelibly stamped cultures around the world; who makes them; why they're made; and how they're compiled, bought, sold, and protected. The book outlines what kind of names exist--the initialized, descriptive, allusive, and coined. How namers surf on brainwaves. The do's, don'ts, and nevers of naming, how the structure of names is built from the ground up and how their sounds are engineered. Why names symbolize benefits. Where in the world brands may be found, and what will become of them. Fast-paced, illustration-packed, gazing at the past and probing into the future, this is the definitive book on naming. The Making of A Name is the one book anyone interested in "owned words" must have. "Right now, all over America, millions of freelancers are starting companies, inventing products and marketing their services. Whether they're laid-off dot-com kids or unfulfilled Boomers, they have one thing in common--they all need names. Sadly for them, there's no book on the market that lays out the process. Rivkin and Sutherland's book will fill that gap. It's packed with useful 'how to' as well as tales both inspiring and cautionary: back-stories on the brand names we know--and why we love or hate them."--Laurie Pollock,formerly Senior Partner, Planning Directorat Ogilvy & Mather Advertising in New York

A newly revised and expanded edition of the revolutionary business classic, Differentiate or Die, Second Edition shows you how to differentiate your products, services, and business in order to dominate the competition. Veteran marketing guru Jack Trout uses real-world examples and his own unique insight to show you how to bind customers to your products for long-term success and loyalty. This edition includes new case studies, new research, and updated examples from around the world.