In Search Of The Obvious

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This book could upset a lot of people. This is the first book to state the obvious. Marketing is a mess. Marketing guru Jack Trout intends to make a lot of people, who made the mess, very uncomfortable:

Advertisers are criticized as people who look for the creative andedgy, not the obvious. They will not be happy
Marketing people are criticized for getting hopelessly entangled in corporate egos and complicated projects. They will not be happy
Research people are criticized for generating more confusion than clarity. They will not be happy
Some big companies are criticized for their ill-fated marketing programs or lack of proper strategy. They will not be happy
Wall Street is criticized for putting too much emphasis on unnecesary growth that can be destructive to a brand. They will ignore this criticism and continue trying to make as much money as they can
This book is not written to make people happy but to explain to marketers what their real problem is. Only then will they begin to look for the obvious solutions that will separate their products from their competitors – in a way that is equally obvious to customers. All this comes with no jargon, no numbers, no complexity and a great deal of common sense.

What will you learn from this book

Simplicity in Messaging: Trout often emphasizes the importance of simple and clear messaging in marketing. Cutting through complexity to convey a straightforward message can be powerful.
Positioning: Trout is known for his work on positioning in marketing. The book may discuss the critical role of positioning a product or brand in the minds of consumers to differentiate it from competitors.
Focus on the Customer: Effective marketing often involves understanding and addressing customer needs. The book may highlight the importance of customer-centric strategies.
Competitive Strategy: Trout may discuss the competitive landscape and the strategies companies can employ to stand out in the market. This could include differentiation and finding a unique selling proposition.
Consistency in Branding: Brand consistency is crucial for building and maintaining a strong brand. The book may emphasize the need for a consistent and coherent brand image.
Adaptability: In a rapidly changing business environment, adaptability is key. The book may discuss how companies can adapt their strategies to evolving market conditions.
Market Research and Insights: Understanding the market and gaining insights into consumer behavior is a fundamental aspect of marketing. Trout may stress the importance of informed decision-making.
Storytelling in Marketing: Storytelling is a powerful tool in marketing. The book may discuss how crafting a compelling narrative can resonate with audiences and enhance brand communication.
The Power of Perception: Trout often explores how consumer perceptions shape purchasing decisions. The book may delve into how companies can influence and manage perceptions effectively.
Strategic Thinking: Strategic thinking is a common theme in Trout's work. The book may encourage readers to think strategically about their marketing efforts, considering long-term goals and competitive positioning.

Language	English
ISBN-13	9789385152085
No of pages	197
Font Size	Medium
Book Publisher	Westland
Published Date	17 Apr 2015

About Author

Author : Jack Trout

7 Books

Jack Trout is the acclaimed author of many marketing classics published in many languages: Positioning: The Battle for Your Mind, Marketing Warfare, (updated in the 20th Anniversary edition), The 22 Immutable Laws of Marketing, Differentiate or Die, Big Brands. Big Trouble, A Genie’s Wisdom, and Trout on Strategy. Following the Second Edition of Differentiate or Die, he wrote In Search of the Obvious. The Antidote for Today’s Marketing Mess. His most recent book is Repositioning. Marketing in an era of competition, change and crisis.

Jack Trout is president of an international marketing consultancy. He has consulted for such companies as Hewlett-Packard, Southwest Airlines, Merck, Procter & Gamble, Papa John’s Pizza and many others. He has consulted with the State Department on how to better sell America and in 2006 helped the Democrats regain leadership of the U.S. Congress.

Recognized as one of the world’s foremost marketing strategists, Jack Trout is the originator of Positioning and other important concepts in marketing strategy. He has over 40 years of experience in advertising and marketing, and became a boardroom advisor to some of the world’s largest corporations and his worldwide consulting work gives him first-hand experience in a wide range of marketing scenarios. Jack Trout has gained an international reputation as a consultant, writer, speaker, and proponent of leading-edge marketing strategies.