Anyone who's studied marketing in the past 40 years has read this man's work. The legendary Jack Trout is widely considered the expert on marketing. His wisdom has appeared in numerous books and articles. In all of that, his focus on differentiation as key to marketing success has been passionate and consistent. It is part of what he calls "the essence of marketing."
- Every single craft-beer brand (as well as craft beer as an overall concept) follows Trout's basic tenet: Differentiation is key to marketing success.
With decades of proof of the real power of beer brands differentiated on the basis of "intrinsic qualities, ingredients and heritage," it's a little surprising that one of BigBeer's bigshots appears to have only now learned of it. He's out making impassioned speeches telling how differentiating in such a fashion is his latest big idea to restore light-beer momentum, and deal with the growth of the craft beers.
Real differentiation. Quite a flash of insight!
Thank goodness Marketing 101 has finally taken hold.
Better late than never.