A lot has changed since 1981 - and society is not just overcommunicated, it's hypercommunicated.
Enter Jack Trout's "Repositioning", a book on how to market in an era of competition, change, and crisis. Yeah, it's a business book - that just happens to have a lot to say to ChurchWorld. Here are some key points:
RePositioning happens when you:
- ReThink your current marketing
- ReFocus your consumer branding
- ReAssess your organization's strengths
- RePosition your organizational identity
- ReClaim your competitive edge
- Beat the competition - Challenge your rivals, differentiate your services, increase your value, stand out in a crowd
- Change with the times - Use the latest technology, communications, and multimedia resources to connect with your customers
- Manage a crisis - Cope with everything from financial setbacks and rising costs to bad press and public relations nightmares
Don't be turned off by the business language. If you are intent on reaching a society that is driven by consumer mentality, it behooves you to understand it as best as you can.
"Repositioning" will help you do just that.