The risk is turning a molehill into a mountain. If the press notices that you're coming down on someone, it'll all get magnified and all of a sudden the company is the bad guy.
More Quotes from Jack Trout:
Dont try to do everything yourself. Find a horse to rideJack Trout
If I were to use outdoor for Coke, I would do the exact opposite. I would run 19th century billboards. That would be startling.
Jack Trout
It's an idea whose time has come and gone, ... Wal-Mart's 'Everyday prices' trump blue-light specials. Why they want to try this one again, I have no idea. What Kmart is saying is that we have a few things on sale and Wal-Mart is saying we have a lot of things on sale.
Jack Trout
People like to bring back the old stuff. These are all classic brands so they have a history ... it is sort of reintroducing the brand to a new generation, using the old symbols.
Jack Trout
You have to be willing to attack yourself, making your own technology obsolete with new products. It's hard for some companies to do that, and if you don't, someone will. That's what happened to them.
Jack Trout
I don't see how the addition of Reebok helps them in their quest to run against Nike, ... Does this mean Nike is not going to get their hands on the big athletes I doubt it.
Jack Trout
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