Remembering Jack Trout: The Pioneer of Positioning


Of all of the marketing wizards who have risen to national prominence in the last 40 years, few have made such an indelible mark as Jack Trout. Together with his business partner of 30 years, Al Ries, Trout helped create marketing campaigns centered around the belief that manipulating what is “already up their in the mind”—rather than creating something new and different—would yield the strongest ROI for a brand.

Trout died Sunday in Greenwich, Conn., of intestinal cancer at the age of 82. Without the work of Trout, and Ries, the marketing and positioning of AM and FM radio stations seen since the early 1980s may have taken a much different path. 

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