Jack Trout

Perhaps it’s human nature not to admit there are things you can’t do. Certainly most marketers believe that anything is achievable if you are energetic enough, or creative enough, or determined enough. Especially if you are willing to spend enough money.

you must relate your brand to the brands already in the prospect’s mind.

the past advertising was prepared in isolation. That is, you studied the product and its features, and then you prepared advertising which communicated to your customers and prospects the benefits of those features. It didn’t make much difference whether the competition offered those features or not.

In the traditional approach, you ignored competition and made every claim seem like a preemptive claim.