Jack Trout, president of Trout & Partners, offered his perspective on repositioning strategies in the current era of heightened global competition, change, and crisis during an event hosted by the New York chapter of the American Marketing Association on Wednesday.

Trout co-authored the 1980 book, Positioning: The Battle for Your Mind, and he gave a quick recap of his earlier work. According to Trout, “Minds are limited, they hate confusion, they’re insecure, they don’t change easily, and often lose their focus.” His latest book is about repositioning, and he highlighted areas that have changed since then and the impact on brands.

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