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Title: Big Brands Big Trouble: Lessons Learned the Hard Way by Jack Trout ISBN: 0471414328 Publisher: John Wiley & Sons Pub. Date: 15 September, 2001 Format: Hardcover Volumes: 1 List Price(USD): $24.95 |
Average Customer Rating: 4.86
Rating: 5
Summary: Packed with Knowledge!
Comment: Jack Trout, head of the marketing firm Trout & Partners, digs for details about the major reasons big brands run into trouble and just how enormous companies mess up by handling their signature standard-bearers badly. He runs down the litany: mistaken extensions of the brand name, failures to differentiate the brand's qualities and loss of clarity about just what a brand represents. His failure sagas are mini-novels based inside Xerox, General Motors, AT&T, Digital Equipment, General Mills and Coca-Cola. Remember New Coke? Now that was a branding debacle. Trout highlights corporate shortcomings and lays the blame for branding woes right at the feet of people who should have known better: of out-of-touch CEOs, ineffective consultants and dysfunctional boards. Alert consumers who like insider business war stories will enjoy this clear, lively book, but if you own a company or market a brand, we from getAbstract suspect you should read it twice.
Rating: 5
Summary: "Positioning" updated
Comment: "Big Brands" is kind of an update of "Positioning" with more modern examples, and they are fascinating. Examples like Newton vs. Palm, McDonalds vs. Burger King, & Levis vs. everybody. Of course some of those great examples from "Positioning" remain, like Xerox and Miller Brewing. If you haven't read "Positioning", I would definitely recommend doing that before diving into "Big Brands." Jack Trout makes marketing easy to understand by talking about products and situations we are all familiar with.
Rating: 5
Summary: Straight to the Point-What Companies should do to thrive and
Comment: Prosper (Prosper is last word of title of review)
Time Pressured, Overloaded with Information and media outlets, and now Osamaed, Americans need to work and live more efficiently and exhuberantly than ever. How can you improve your business or learn to keep your company competitive in a short period of time? Take one to 1 1/2 hours to read: Big Brands, Big Trouble. It gets right to the point in offering the best advice for companies that want to grow and prosper, or at the very least, maintain their market share. There is no flowery language, textbook talk, academic lingo-only solid strategies based on years of experience working admidst the most well-known brands. Trout is not afraid to point out the mistakes of companies who spend millions of dollars on marketing programs and research yet move no further along in market share or stock value. See what happened to companies that were once on the Fortune 500 list but are now part of some amorphous holding company or conglomerate. What lessons can be learned from their mistakes? Easy to read, with a touch of humor, Big Brands Big Trouble provides concrete business strategies and actionable plans for the most busy among us. Jack Trout's intelligence and marketing savvy cuts through all jargon and provides the best business advice anyone working with any brand will need.
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Title: The Fall of Advertising and the Rise of PR by Al Ries, Laura Ries ISBN: 0060081988 Publisher: HarperBusiness Pub. Date: 20 August, 2002 List Price(USD): $24.95 |
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Title: A New Brand World: Eight Principles for Achieving Brand Leadership in the 21st Century by Scott Bedbury, Stephen Fenichell ISBN: 0670030767 Publisher: Viking Press Pub. Date: 28 February, 2002 List Price(USD): $24.95 |
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Title: Differentiate or Die : Survival in Our Era of Killer Competition by Jack Trout ISBN: 0471357642 Publisher: John Wiley & Sons Pub. Date: 17 March, 2000 List Price(USD): $24.95 |
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Title: Positioning: The Battle for Your Mind by Al Ries, Jack Trout ISBN: 0071373586 Publisher: McGraw-Hill Trade Pub. Date: 13 December, 2000 List Price(USD): $10.95 |
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Title: Emotional Branding: The New Paradigm for Connecting Brands to People by Marc Gobe, Sergio Zyman, Marc Gob ISBN: 1581150784 Publisher: Allworth Press Pub. Date: 15 January, 2001 List Price(USD): $24.95 |
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