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Big Brands Big Trouble by [Trout, Jack]

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Big Brands Big Trouble Kindle Edition

4.5 out of 5 stars 12 customer reviews

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Length: 240 pages Word Wise: Enabled Enhanced Typesetting: Enabled
Page Flip: Enabled Language: English

Product description Review

Despite impressive triumphs over the years, leading companies like General Motors, Xerox, and Levi Strauss have also stumbled badly at times. In Big Brands, Big Trouble, Jack Trout points out their biggest missteps as well as the critical lessons that can be learned from them. In his typically no-nonsense manner, Trout--a "positioning" expert who has written numerous bestselling books on the topic and served as a consultant to several of these firms--lays out the myriad errors that caused them and other giants to lose ground in the fight for success. Helpful specifics abound, such as in the chapter on Crest, in which Trout notes how the toothpaste's one-time dominance slipped away when consumer concern over cavities gave way to worries about discoloration, bad breath, and gum disease (which other brands more effectively set themselves up to attack). The lessons Trout takes from this are threefold: even winning positions must occasionally evolve; knowledge of how leadership was initially attained must always be maintained; and competitors must never be given an angle to exploit. Likewise, the section on Burger King discusses how turnover at the top, inconsistent advertising messages, and a loss of focus on how to assault the industry leader resulted in a stagnation that has perpetually mired the chain as a fast-food also-ran. "It's a fact of life that the easiest idea to overlook is the obvious one," Trout notes in this chapter. Since most ideas are apparent only in retrospect, however, his insights should prove invaluable to readers who might easily make similar mistakes. --Howard Rothman

From Booklist

Trout is an acknowledged marketing guru whose reputation gives him license to candidly review the hard lessons of corporate failure to prove his theories. Using case studies of companies that include General Motors, Xerox, AT&T, and Firestone, the author sets out to help readers understand how easy it is for a large, successful company to get into trouble. He has strong opinions on the issues of growth and brand extension, and he emphasizes that marketing is a battle of perceptions, not a battle of products--because there is no such thing as an objectively better product, but, rather, sales depend on which product customers and prospects think is better. There is zero tolerance for mistakes by today's CEOs, and Trout counsels that a CEO must know where to find success in a market and take final responsibility for all products and services delivered to that market. Although some may not agree with all of the author's theories, this is a must-read book for anyone engaged in corporate battle. Mary Whaley
Copyright © American Library Association. All rights reserved

Product details

  • Format: Kindle Edition
  • File Size: 368 KB
  • Print Length: 240 pages
  • Publisher: Westland (22 December 2015)
  • Sold by: Amazon Asia-Pacific Holdings Private Limited
  • Language: English
  • ASIN: B019WRLCO4
  • Text-to-Speech: Enabled
  • X-Ray:
  • Word Wise: Enabled
  • Enhanced Typesetting: Enabled
  • Average Customer Review: 4.5 out of 5 stars 12 customer reviews
  • Amazon Bestsellers Rank: #5,526 Paid in Kindle Store (See Top 100 Paid in Kindle Store)
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