The New Positioning

Jack Trout updates and adds to a concept that he first wrote about in 1969. It comes in three parts.

Part One presents new material on the mind and how it works. You'll learn the five most important mental elements in the positioning process.

Part Two presents "repositioning" as the antidote for change. Six case studies teach important lessons on what's necessary to reposition yourself.

Part Three outlines the "tricks of the trade" that he has learned after 25 years of work.

If you found the original "Positioning" useful, the sequel is must reading. It contains the final words on what has become one of the biggest words in business.

• Part 1. Understand the Mind
1. Minds Can't Cope
2. Minds Are Limited
3. Minds Hate Confusion
4. Minds Are Insecure
5. Minds Don't Change
6. Minds Can Lose Focus
   
• Part 2. Dealing with Change
7. Repositioning: Where Positioning Is At
8. Repositioning a Software Company
9. Repositioning an Ice Cream Company
10. Repositioning an Accounting Firm
11. Repositioning Political Candidates
12. Repositioning a Television Show
13. Repositioning an Oil Company
    
• Part 3. The Tricks of the Trade
14. Minds Work by Ear
15. Secrets to Finding a Good Name
16. Getting Around a Bad Name
17. Naming a Category
18. Research Can Confuse You
19. The Positioning Power of PR
20. Six Positioning Pitfalls
21. The Right People in the Room
    

Interesting book, but it is hard to get too enthusiastic about the contents.

Feels like a try to make the last money out of a trend.