'Positioning' Guru Dedicates New Book to Innis Maggiore CEO
Trout, widely regarded among marketers as the father of positioning, has written a new book, In Search of the Obvious (image). Trout gained fame as the co-author of the bestselling book Positioning, and has written, lectured and counseled clients around the world on the topic throughout his career.
In his dedication note in In Search of the Obvious, Trout declares it was Maggiore who introduced him to Obvious Adams, the main character in a book of the same name written in 1916; Obvious Adams built his successful career by paying close attention to the obvious details that seemingly smarter and more experienced ad executives ignored, details as obvious as the nose on one's face but judged to be too simple to be the building blocks for a complicated advertising campaign. Obvious Adams proved to be a compelling figure for Trout, and a motivator to write his latest book.
"When Dick introduced me to Obvious Adams, I immediately recognized it as the best book I had ever read on marketing. Why? Because the search for any marketing strategy is the search for the obvious. It's simple, easy to understand, and evident." Trout said.
Maggiore first read Trout's work more than 25 years ago, and it has left an indelible mark on him and the agency that includes his name. His enthusiasm for the practice of positioning resulted in an opportunity to meet Trout, and the two men have worked together on campaigns for Microsoft, Uniroyal and other clients.
Maggiore himself has become an authoritative figure on positioning, writing about and speaking on the topic. But most importantly, he's focused Innis Maggiore's strategic service to clients on Trout's principles, and today the firm is recognized as the nation's leading agency in the practice of positioning.
"Positioning is the single most powerful concept in marketing," Maggiore said. "Any investment or decision related to your brand that's not tethered to a clearly defined positioning strategy compromises your market value. This strategy is even more critical in a down economy, which is acknowledged as the best time for companies to gain market share while competitors hunker down to ride out the storm."
In Search of the Obvious is published by John Wiley & Sons, Inc., Hoboken, N.J.
Innis Maggiore is the nation's leading agency in the practice of positioning, building strong brand positions for companies in competitive markets. The advertising and public relations agency, with 2008 capitalized billings of more than $28 million, employs more than 40 associates. Key clients include Alside, Aultman Health Foundation, Bank of America, Goodyear, GuideStone Financial Resources, NEOUCOM, Nickles Bakery, Parker Hannifin, Progressive Foam Technologies, RTI International Metals, Republic Engineered Products and Shearer's Foods, Inc. Innis Maggiore is a member of the American Association of Advertising Agencies, the Direct Marketing Association, the National Investor Relations Institute and the Public Relations Society of America.