The book that completes Positioning . . . Thirty years ago, Jack Trout and Al Ries publishedtheir classic bestseller, Positioning: The Battle for YourMind—a book that revolutionized the world of marketing.But times have changed. Competition is fiercer.Consumers are savvier. Communications are faster. Andonce-successful companies are in crisis mode. Repositioning shows you how to adapt, compete—andsucceed—in today’s overcrowded marketplace. Globalmarketing expert Jack Trout has retooled his mosteffective positioning strategies—providing a must-havearsenal of proven marketing techniques specificallyredesigned for our current climate. With Repositioning,you can conquer the “3 Cs” of business: Competition,Change, and Crisis . . . BEAT THE COMPETITION: Challenge your rivals,differentiate your product, increase your value,and stand out in the crowd. CHANGE WITH THE TIMES: Use the latesttechnologies, communications, and multimediaresources to connect with your consumers. MANAGE A CRISIS: Cope with everything fromprofi t losses and rising costs to bad pressand PR nightmares. Even if your company is doing well, these cutting-edgemarketing observations can keep you on top of your gameand ahead of the pack. You’ll discover how expandingproduct lines may decrease your overall sales, why newbrand names often outsell established brands, and whyslashing prices is usually a bad idea. You’ll learn thedangers of attacking your competitors head-on—andthe value of emphasizing value. You’ll see how consumerscan have too many choices to pick from—and whatyou can do to make them pick your brand. Drawing from the latest research studies, consumer statistics,and business-news headlines, Trout reveals thehidden psychological motives that drive today’s market.Understanding the mindset of your consumers is halfthe battle. Winning in today’s world is often a matter ofrepositioning. It’s how you rethink the strategies you’vealways relied on. It’s how you regain the success you’veworked so hard for. It’s how you win the new battle ofthe mind.

Unfiltered Marketing's big ideas apply to business strategy, marketing, and the future of the brand/consumer relationship. It is a playbook for managers and for anyone interested in the ever-changing interaction between technology and culture. “Denny and Leinberger capture the profound truths and deep realities of leading and marketing in a rapidly evolving world of digital platforms.” —Blake Irving, former CEO of GoDaddy You can fake authenticity. But in this digitally saturated age, your customers will see through any misdirection. As we are constantly on our electronic devices, we have come to distrust curated media and traditional PR. Stephen Denny and Paul Leinberger have found that people now want to make their own decisions based on raw footage, real-time updates, and unfiltered livestreams. How, then, do marketing executives and others gain consumer trust? These Fortune 500 consultants present the answer in Unfiltered Marketing. Drawing on four years of global research, authors Denny and Leinberger have developed a comprehensive five-step process for successfully rehumanizing the digital brand experience and gaining customer loyalty. To follow it, companies must understand that consumers are (1) seeking control in an out-of-control world; and executives must rework their brand to be (2) unscripted, (3) in-process, and (4) in-context, in order to master (5) heroic credibility (brands standing by their philosophy and values). Abiding by these rules, businesses follow in the successful footsteps of brands like Patagonia, T-Mobile, adidas, GoDaddy, and others.

Finalist for the National Business Book Award. Consumers have changed dramatically in the age of mass media, and the brand world is moving toward guerrilla and viral marketing to cut past the media clutter. In Experience the Message, Max Lenderman explains who the new marketers are, how they work, and why they matter. He guides us through today’s experiential marketing revolution, revealing how companies can interact with consumers in meaningful ways and what consumers can demand and expect.

"Shiny Objects Marketing has given us a dramatic new insight into what our customers want and how to make our service a shiny object." –Michael Purcell, Senior Vice President, Product Development, Global Cash Card "Shiny Objects Marketing is a very simple and easy-to-understand approach to attracting customers." –Catherine Monson, President, PIP Printing "Based on a very simple characteristic that most creatures on this planet have in common-attraction to shiny objects-LaBonte lays out a commonsense approach that can turn any product or service into a massive success. Once a person understands the power and influence of shiny objects, their marketing will never be the same." –Marc Anthony, President, Black Dot Wireless "In this world of mind-numbing marketing theories, Shiny Objects Marketing stands out as something truly refreshing. It makes absolute sense and actually works for any product or service." –Donald Disbro, Vice President, New Business Development and Marketing, Professional Community Management

From bestselling author Bob Glazer comes a revolutionary approach to partnership marketing. Partnership marketing is not new; it has existed in many different forms, and under many different names, such as affiliate marketing, for decades. However, thanks to transformative changes in enabling technology and pricing models, as well as a change in both supply and demand, partnership marketing now exists in a more automated, scalable form that few companies have fully leveraged to date. MOVING TO OUTCOMES will unlock the keys and show readers how to do so for themselves. Think about your marketing strategy as you would consider an investment portfolio. Every investment guru advises diversifying your stock market assets to protect against declines in some types of assets. Additionally, if you want better returns, you need to adjust your holdings through diversification and get outside of the traditional asset classes. Once an asset class reaches maturity and ubiquity, you are much less likely to see above-average returns. Investors can't beat the market by investing in the biggest names of today; instead, they need to find the next Microsoft, Amazon, or Tesla. Marketers today have a choice. They can keep doubling down on advertising with the digital goliaths of today or begin to diversify and invest in other marketing channels, with an eye toward the future.

Google and Facebook changed our way of life. With this transformation, they unleashed a wave of disruption that handed unprecedented power to Big Advertising. Consumers paid the price as their lives were interrupted and intruded upon in ever-more invasive attempts to sway opinion and drive sales. Now, this friction has reached a boiling point. Consumers are fighting back with ad blockers, ad-free subscriptions, and calls to regulate Big Advertising's overreach. Marketing today-and tomorrow-will be on their terms. As a brand marketer, are you ready to deliver? Marketing expert Paul Dyer has helped dozens of leading brands stay ahead of the curve and navigate the rocky media landscape of the last two decades. In Friction Fatigue, Paul shows you why advertising is broken and provides a frictionless marketing framework to help build your brand in an era in which advertising is no longer the answer. With a new wave of pandemic-accelerated disruption, you'll learn how to gird your business against competitors and lead the pack with fresh marketing strategies. Featuring behind-the-scenes stories and expert insights, this book is your chance to prepare for a future in which the consumer rules.