“Creative people often resist positioning thinking because they believe it restricts their creativity. And it does. But creativity isn’t the objective in the ’70s. Even “communications” itself isn’t the objective.
The name of the marketing game in the ’70s is “positioning.” And only the better players will survive.”
– Jack Trout & Al Ries, Circa 1973
The Blake Project Can Help: The Brand Positioning Workshop
Branding Strategy Insider is a service of The Blake Project: A strategic brand consultancy specializing in Brand Research, Brand Strategy, Brand Growth and Brand Education
One comment
B3N // 003
April 15, 2008 at 2:14 pm
And yet, in 2008/9/10/∞ and beyond, people will argue against the merits of proper positioning, all in the name of irrelevant creativity and spontaneity. Jack Trout and Al Ries: brilliant back then, classic now.
Comments are closed.