Jack Trout identifies the hard-learned lessons within household name brand blunders - ranging from Levi's to General Motors to Sears to Crest. In this text, he shows managers and marketers how to avoid landmines when building or securing a lasting brand. Trout highlights real-world examples of strategy, marketing, and management gone wrong, building a case for how to compete in today's fierce environment for the attention of consumers.
Table of Contents
The Most Popular Mistakes and Their High Cost. General Motors: Forgetting What Made Them Successful. Xerox: Predicting a Future That Never Came. Digital Equipment Corporation: From Number Two to Nowhere. AT&T: From Monopoly to Mess. Levi Strauss: Ignoring Competition Is Bad for Your Business. Crest Toothpaste: Look Ma, No Leadership. Burger King: Always under New Management. Firestone: Dead Brand Driving. Miller Brewing: A "Miller" Too Far. Marks & Spencer: A Bad Case of "Top-Down" Thinking. Trouble in the Wind: Brands with Unresolved Problems. An Army of Consultants: But No One to Help. Boards of Directors: But No One to Help. Wall Street: Nothing but Trouble. Knowing Your Enemy Can Keep You Out of Trouble. The Bigger They Are, the Harder to Manage. Trouble Begins and Ends with the CEO. Index.
JACK TROUT is President of Trout & Partners, one of the most prestigious marketing firms in the United States, with offices in thirteen countries. Recognized as a top marketing guru, Trout popularized the idea of "positioning" products in the minds of customers. He is the author of numerous books on the art of marketing, including Differentiate or Die: Survival in Our Era of Killer Competition and A Genie's Wisdom: A Fable of How a CEO Learned to Be a Marketing Genius, both from Wiley.