Jack Trout

“All’s fair in love and marketing.”

“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.”

“People like to bring back the old stuff. These are all classic brands so they have a history … it is sort of reintroducing the brand to a new generation, using the old symbols.”

“These things stick in people’s minds. Heritage in a category is a very powerful differentiator.”

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

“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.”


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