Trout & Ries

Trout & Ries are renowned marketing experts known for their "Positioning" concept. They emphasize that in a crowded marketplace, success depends on how a product or brand is perceived relative to competitors, rather than just its features. Instead of trying to be everything to everyone, a company should find a unique, clear space in consumers' minds—like being the "budget airline" or the "luxury watch." This focused approach helps customers understand and remember the brand. Their ideas encourage businesses to carefully craft their message and position themselves distinctly to stand out effectively.