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  • December 28, 2015, Monday | Management

    Moving from advertising to storytelling

    People don't like advertising messing up their computer or iPhone screens. So how do we find ways to increase sales instead of just entertaining prospects?

  • October 19, 2015, Monday | Management

    Building a global brand

    Thanks to their digital and social footprint, brands are becoming more global than ever before. Experts say having a global strategy - even before you launch your product - is a must to remain competitive. At a time when it is impossible to build a ...

  • July 21, 2014, Monday | Management

    Good advertising is good storytelling

    Don't worry about the digital world. Google, Facebook, Yahoo! are just places to make the stories interactive and generate word-of-mouth

  • November 14, 2013, Thursday | Companies

    'Kill' the Nano, says Jack Trout

    Lesson - 'affordable', not 'cheap' must be the brand mantra for companies looking to sell entry-level cars

  • November 13, 2013, Wednesday | Management

    India has not yet gone into brand-building mode: Jack Trout

    Interview with president, Trout & Partners

  • September 25, 2013, Wednesday | Opinion

    Kanika Datta: Trophy consultants?

    Jack Trout and Vikram Pandit may not have a great deal in common but they enjoy the felicity of appearing on the same page of Tuesday's edition of Business Standard and for roughly the same reason. Mr Trout, the guru who gave the world of marketing ...

  • September 24, 2013, Tuesday | Finance

    SKS signs Jack Trout for rebranding

    Despite this, it is imperative on the part of the MFI to revisit brand propositions to further strengthen its brand equity among its key stakeholders

  • September 23, 2013, Monday | Companies

    SKS Microfinance to go for image makeover

    Signs US-based Jack Trout for rebranding, repositioning

  • March 20, 2012, Tuesday | Companies

    When less is more

    For Rajiv Bajaj, the 45-year-old MD & CEO of Bajaj Auto, clear brand positioning is key - it is what helped the company turn its fortunes around

  • January 16, 2012, Monday | Management

    Unless there is an absence of serious competition, extensions never work: Al Ries

    Three decades ago Al Ries and Jack Trout warned against the perils of brand extension in Positioning: The Battle For Your Mind. They argued every extension has to alter the core proposition of a brand. As marketers grapple with a slowdown and ...

  • September 26, 2010, Sunday | PF

    Falling prey to brandwagon

    Mindshare is an important aspect of marketing. The right positioning of the company, its brands, products and other intangible assets is extremely critical to the success of the enterprise.

  • July 30, 2009, Thursday | Beyond Business

    Consider the obvious

    Marketing is a mess today, Jack Trout is convinced. Brands are not able to create a difference, product categories have become commoditised, says the marketing guru in his latest book, In Search of the Obvious, quoting market research.

  • March 06, 2009, Friday | Opinion

    Madhukar Sabnavis: Culture-sensitive marketing

    Let's question the relevance of western mktg principles in India

  • December 25, 2008, Thursday | Beyond Business

    Simple but powerful premise

    As businesses across the world struggle hard to remain in business, and as managers seek newer answers to classic problems such as retention of customers and preservation of profitability, Jack

  • September 05, 2008, Friday | Opinion

    Madhukar Sabnavis: Towards unique selling emotions

    There is an Indian way to differentiation.

  • August 19, 2008, Tuesday | Management

    The Strategist Quiz (#060)

    This fashion brand has variants branded as Black, Green and Orange. In 1933, its founder designed black uniforms for Heinrich Himmler's SS and also the Hitler Youth uniforms. Name it.

  • October 10, 2007, Wednesday | Management

    Jack Trout on licensing

    Q&A/ Jack Trout, President, Trout & Partners Ltd.

  • October 01, 2004, Friday | Economy & Policy

    Strategy is survival: Trout

    Its sad but all human beings are herd animals. And we all suffer from herd mentality. This means we do things not because we want to do them but because we think we should. We do things because

  • September 23, 2004, Thursday | Management

    Jack Trout to address industry

    Jack Trout, an expert on marketing and advertising, who has lectured to companies like AT&T, Merrill Lynch, Ericsson and Hewlett-Packard, will now interact with Indian industry.