The New Positioning: The Latest on the World's #1 Business Strategy by Jack Trout

Author:Jack Trout [Trout, Jack]
Language: eng
Format: mobi
Tags: Business
Publisher: McGraw-Hill Education
Published: 1997-05-22T00:00:00+00:00

THE LESSON

The infinite variety of cross-tabulations and subsets of data, provided by research, frequently lead political consultants and marketers to pick up false signals from the marketplace. Or at a minimum, to overcomplicate the message of a campaign.

Programs that recognize the power of simplicity and consistency are the ones that most often succeed.

CHAPTER TWELVE

Repositioning a Television Show

Television can be a difficult business. You get a hot show idea, and before you know it you’re surrounded by competitors doing something similar.

Look at all the tabloid shows. Or the talk shows. Or the sitcoms. Very few have a chance to run a successful show for any length of time.

All this makes for an interesting repositioning case study on a show we’ve all seen called Entertainment Tonight. (You know, Mary Hart and John Tesh.)

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