I’ve been thinking a bit about positioning for a project that I’ve been working on. Doing some research I came across a couple of videos featuring Jack Trout, one of the co-authors of Positioning: The Battle for Your Mind.
In the first, Mr. Trout discusses positioning for the small competitor (note: we disagree with his assertion that it takes money to take on the competition):
In this clip, Mr. Trout discusses the waste of time changing logo designs and tag lines and talks about how Coke should have stuck with what worked.
Agree or disagree, it’s something to think about as you move your small business forward.