17 ordspråk av Jack Trout

Jack Trout

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These things stick in people's minds. Heritage in a category is a very powerful differentiator.

What they're trying to say is, we have problems, but we're trying to innovate our way out of our problems. But the next question is, show me the innovation. And that will make or break Ford. I think it's very important for them to come up with some good product to talk about.

You have to be willing to attack yourself, making your own technology obsolete with new products. It's hard for some companies to do that, and if you don't, someone will. That's what happened to them.

If I were to use outdoor for Coke, I would do the exact opposite. I would run 19th century billboards. That would be startling.

This is dangerous because the networks are calling into question their own medium.

The trick is to move quickly if you're going to move at all, and come down with a ton of bricks,

The risk is turning a molehill into a mountain. If the press notices that you're coming down on someone, it'll all get magnified and all of a sudden the company is the bad guy.

All's fair in love and marketing.

Maybe if people think they have this terrific quality, then they'll forget about the calories and the fat,

They've blown the cachet they had years ago. It's over now, and it's hard to move a brand up once you've been down.

These things stick in people's minds.

It comes down to what is an M&M, and you haven't the foggiest,

I don't see how the addition of Reebok helps them in their quest to run against Nike, ... Does this mean Nike is not going to get their hands on the big athletes? I doubt it.

It's an idea whose time has come and gone, ... Wal-Mart's 'Everyday prices' trump blue-light specials. Why they want to try this one again, I have no idea. What Kmart is saying is that we have a few things on sale and Wal-Mart is saying we have a lot of things on sale.

It comes down to what is an M&M, and you haven't the foggiest.

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