News for '-jack-trout'

Are pension products good for retirement?

Financial services and products are rarely evaluated rationally and thoroughly before a decision is taken

The need for culture-sensitive marketing

Marketing gurus from the west have built their theories based on the belief that consumers, where ever they are, behave the same.

Trout's mantra: differentiation

What led to the Bajaj Discover's undoing

Fuel efficiency was the platform that had been built by the market leader in the segment, fun was the Discover domain. By diluting the message, the brand lost its old customers and pushed potential buyers into the leader's fold.

A giant leap: From advertising to storytelling

People don't like advertising messing up their computer or iPhone screens.

Late to the party, Burger King reins in prices

The Whopper creater has most of its burgers priced at par with McDonald's.