Description
Positioning became a roaring success,
nthe buzzword of advertising and
nmarketing people around the world.
nYet the success of the concept had the
nunintended consequences of pushing
nTrout & Ries out of the advertising
nbusiness and into the marketing strategy
nbusiness.
nAs it turned out, clients didn’t want
ntheir advertising agencies to be
n”strategic”; they wanted them to be
n”creative.” The clients would do their
nown positioning.
