Jack Trout to address ME marcomms industry at IAA UAE

The International Advertising Association (IAA) UAE Chapter is to host internationally renowned consultant, writer, speaker, and proponent of leading-edge marketing strategies, Jack Trout, on Tuesday, 2 November 2010.

Recognized as one of the world’s foremost marketing strategists, Trout is the originator of positioning and other important concepts in marketing strategy. With over 40 years of experience in advertising and marketing, Trout is a boardroom advisor to some of the world’s largest companies.

Entitled: ‘In Search of the Obvious’, Trout’s presentation will highlight the increasing importance of positioning and repositioning and how the search for the right positioning strategy is a search for a powerful, obvious idea.

“It will be interesting to hear Mr. Trout’s views on the challenges facing today’s professionals in the Region and worldwide, as they are quite different from those faced in the decade in which positioning was born and flourished,” said Dr. Lance de Masi, President of the IAA UAE Chapter.

According to Trout, “The world is a marketing problem!” Recent research has indicated that many sectors proved to have little differentiation and therefore that marketing’s growing problem is that of creeping commoditization. Trout believes that positioning is therefore more important today than it was 40 years ago, when Trout first introduced the concept. This is because competition is one hundred times as intense as it was when he first wrote about the ‘battle for the mind.’

This limited seating event is hosted by the IAA, UAE Chapter in conjunction with BrandLounge – Branding & Marketing strategists and is supported by Gulf News. The presentation is one element of the comprehensive IAA UAE programme of networking, speaker sessions and master class training.