Rate this book

Different: Escaping The Competitive Herd (2010)

by Youngme Moon(Favorite Author)

3.95 of 5 Votes: 5

ISBN

0307460851 (ISBN13: 9780307460851)

languge

English

genre

Nonfiction

publisher

Crown Business

review 1: An interesting read about branding attempts from quite a few industries and companies, though as Moon states from the beginning there is no straight up lesson on how to make your brand stand out. Some good insights - a company's tendency is to correct perceived weaknesses to catch up with the rest of the market, though the best way forward may be to double down on the strengths and let the weaknesses stand. Hostile brands - MiniCooper, Red Bull, Apple - do just that and have obtained success in the strategy.Mature product categories explode with variation - soft drinks, soap - and differentiators - Starwood's Heavenly Beds - are frequently copied very quickly and the end result is a very brief window for standing out.A quick read and overall worth your ... moretime.
review 2: This book is very different. Instead of a technical scientific book on marketing and differentiation, this book is an exploration and celebration of the brands we know are categorically different and the reasons why we love their difference. The book's difference lies in its personality. It is different than "business books" because it allows the author's psychology to run free. You wouldn't expect this from a Harvard academic, but this is what you get. I celebrate the difference just as the author celebrates difference. less

Download links for: Different: Escaping the Competitive Herd

Advertising