jack trout : a tribute

July 5, 2017

He coined the term ‘positioning,’ one of the most crucial concepts in marketing. After working for over 40 years in advertising and marketing, he went on to start his own marketing strategy firm that handled clients such as AT&T, Apple, Citicorp, and General Electric. On graduating from Iona College in New Rochelle, New York, he became a flight navigator in the Navy. It was at the advertising department of General Electric that he started his career. He went on to work at Uniroyal before joining Al Ries. After a few years, the duo started an advertising and marketing agency. They worked together for over 26 years and also co-authored Positioning: The Battle for Your Mind, one of the most influential books in marketing. He was part of the Brand America program where he trained new diplomats in projecting a positive image of the country to the world. He has written over 16 books that have been translated into over 24 languages. He passed away at the age of 82, on June 5, 2017.