Jack Trout explained the concept of positioning as the beginning of everything that is planned in the company and gave a resounding advice: "Differentiate or Die", to over a thousand attendees First International Conference on Quality of Life Alares and Competitiveness. Also (Differentiate or Die) is titled his recent book, which presented Cover with two models in red and blue. The strategic positioning guru gave his lecture accompanied by Raúl Peralba, his partner and representative in Spain.
According to Trout, there are three methods or ways to differentiate: the attributes (put here several examples of brands that stand for different attributes: BMW, driving, Mercedes, prestige, Ferrari, speed, Volvo, safety, etc. ) Another of the ways by which brands can or should seek the difference is the "psychological leadership." In this sense put other examples: Spain is a leading producer of olive oil and yet it's Italy who wins more money with this product. Ironically with the idea that "after 2,000 years, the Romans continue to exercise its power."
The third way of differentiation is the most powerful of specialization. Trout listed different values \u200b\u200bassociated with different countries: Italy as the birthplace of fashion and design, Germany, next to the automotive and beer, Switzerland as the country watches and banking, and Spain ... and country resort in Europe , retirement and vacation. Trout proposed four steps to achieve differentiation in business or the business: Establish the context, the idea, developing credentials where this idea and different concept is contained, and finally, the proper disclosure of differentiation.
formulated theories that revolutionized the world of marketing and communication in the early 70's. For the first time addressed the issue of how to communicate in a society that suffers from too much communication. For this global positioning guru, "strategy is nothing but a process of differentiation out of the pack. A product that makes no difference, that stands out from the herd dies. " And it is the marketing, the art of turning simple ideas in strategy, the tool to establish the necessary differentiation. " In the words of Trout, "The marketing war is fought in the mind of the consumer. A market leader is nothing but a leader of the mind. "
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