Jack Trout, president of Trout & Partners, a marketing consulting company in Greenwich, Conn., disagreed.

Al Ries and Jack Trout defined marketing as simply "war" between competitors.

"It's sort of a gentleman's club - they don't like to beat each other to death," said Jack Trout, a marketing consultant in Greenwich, Conn.

"They are bound to cancel each other out," said Jack Trout, president of Trout & Ries, a marketing consulting firm.

"My feeling is, they had a well-known name that had no meaning anymore," said Jack Trout, president of Trout & Partners, a marketing strategy firm.

But Jack Trout, a marketing consultant and author in Greenwich, Conn., said Lincoln had a way to go to change its image.

Jack Trout is an owner of Trout & Partners, a consulting firm.

Jack Trout on Strategy - New York.

Jack Trout, a marketing consultant and author based in Greenwich, Conn., said Pepsi was on the right course.

Jack Trout, a marketing consultant in Greenwich, Conn., said companies began following the airlines' lead during the last recession.

Jack Trout, president of Trout & Partners, a marketing consulting company in Greenwich, Conn., disagreed.

Al Ries and Jack Trout defined marketing as simply "war" between competitors.

"It's sort of a gentleman's club - they don't like to beat each other to death," said Jack Trout, a marketing consultant in Greenwich, Conn.

"They are bound to cancel each other out," said Jack Trout, president of Trout & Ries, a marketing consulting firm.

"My feeling is, they had a well-known name that had no meaning anymore," said Jack Trout, president of Trout & Partners, a marketing strategy firm.

But Jack Trout, a marketing consultant and author in Greenwich, Conn., said Lincoln had a way to go to change its image.

Jack Trout is an owner of Trout & Partners, a consulting firm.

Jack Trout on Strategy - New York.

Jack Trout, a marketing consultant and author based in Greenwich, Conn., said Pepsi was on the right course.

Jack Trout, a marketing consultant in Greenwich, Conn., said companies began following the airlines' lead during the last recession.