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23 Jun 2017

Remembering an Advertising Legend

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Earlier this month, the legendary marketing strategist Jack Trout passed away. Along with his business partner, Al Ries, the consummate ad man made the notion of ‘brand positioning’ the holy grail of successful marketing.

Their book, published in 1981, ‘Positioning: The Battle for Your Mind’ became a clarion call for businesses large and small: To win, occupy a space where your competitors aren’t. And that space is in the consumer’s mind.