Big Brands Big Trouble: Lessons Learned the Hard Way - ISBN: 0471263036


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		"Special-interest publications should realize that if they are attracting enough advertising and readers to make a profit, the interest is not so special." - Fran Lebowitz

	Big Brands Big Trouble: Lessons Learned the Hard Way
	by Jack Trout

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Product Details

Format: Paperback, 1st ed., 240 pages

Publisher: Wiley, John & Sons, Incorporated

ISBN: 0471263036

Release Date: Jan 5, 1994

Average Reader Review:

(Based on 3 reviews.)

From The Publisher
In today's supercompetitive marketplace, all it takes is one mistake to hand your business over to your competitors. And once it's gone, your chances of getting it back are very slim. What's worse is that there are not one or two but an entire army of competitors out there to take advantage of your misstep. It wasn't long ago when Levi's, AT&T, Crest, Xerox, and Firestone were all at the top of their game, dominating the market with hardly a threat in sight. What happened to undermine their standing, as well as those of other superbrands?

In this important and controversial new book, the "king of positioning" Jack Trout reveals the disastrous marketing and strategy blunders that led to the trouble at some of the most recognized superbrands. And he provides candid analyses as to how those mistakes could have been avoided. Scrutinizing many of the world's most renowned companies under the microscope, Big Brands, Big Trouble provides in-depth case studies that chronicle the events leading up to the fall from grace of such mega-names as Xerox, Levi's, Miller Brewing, Digital Equipment, Burger King, and many others.

This page-turner also presents a set of expert guidelines on how to build, protect, manage, and expand your company's brand while avoiding some of the most common brand-killing blunders that can hurl you from the pinnacle of success to a scramble to stay afloat. Writing in his signature straight-from-the-hip style, Trout reveals some of the most common misconceptions about carving a niche for yourself in the consumers' minds, including why benchmarking doesn't really work (Pepsi's Sierra Mist); marketing research can be misleading (Xerox); line extension just makes your message increasingly fuzzy (A1-Poultry Sauce); shooting for profits rather than market share will get you in trouble (General Motors); and many others.

By outlining the all-too-common marketing and strategy pitfalls, Big Brands, Big Trouble clearly demonstrates what can commonly go wrong and how to learn from the mistakes of others.

Number of Reviews: 3 Average Rating:

Missed Branded Opportunities and Mistakes from the Trenches!

-- Donald Mitchell, a management consultant from Boston, October 17, 2001

Any news ?

-- Henley, a Taoist in HK, January 3, 2002

WORTH A READ!

-- Sunny Safiya, Grad Student who loves to read!, May 1, 2002

Chapter 1.	The Most Popular Mistakes and Their High Cost	1
Chapter 2.	General Motors: Forgetting What Made Them Successful	17
Chapter 3.	Xerox: Predicting a Future That Never Came	29
Chapter 4.	Digital Equipment Corporation: From Number Two to Nowhere	45
Chapter 5.	AT&T: From Monopoly to Mess	55
Chapter 6.	Levi Strauss: Ignoring Competition Is Bad for Your Business	67
Chapter 7.	Crest Toothpaste: Look, Ma, No Leadership	77
Chapter 8.	Burger King: Always under New Management	85
Chapter 9.	Firestone: Dead Brand Driving	97
Chapter 10.	Miller Brewing: A "Miller" Too Far	105
Chapter 11.	Marks & Spencer: A Bad Case of "Top-Down" Thinking	117
Chapter 12.	Trouble in the Wind: Brands with Unresolved Problems	133
Chapter 13.	An Army of Consultants: But No One to Help	147
Chapter 14.	Boards of Directors: But No One to Help	159
Chapter 15.	Wall Street: Nothing but Trouble	169
Chapter 16.	Knowing Your Enemy Can Keep You Out of Trouble	181
Chapter 17.	The Bigger They Are, the Harder to Manage	193
Chapter 18.	Trouble Begins and Ends with the CEO	203
	Index	213

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