Big Brands Big Trouble: Lessons Learned the Hard Way Book + PRICE WATCH * Amazon pricing is not included in price watch

Big Brands Big Trouble: Lessons Learned the Hard Way Book

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 RothmanRead More

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  • Product Description

    Acclaim for Jack Trout's BIG BRANDS,BIG TROUBLE

    "Big Brands, Big Trouble is a crisp indictment of marketing executives who ought to be shouldering more responsibility. It is packed with useful insights about how to manage innovation."- Clayton Christensen, author of The Innovator's Dilemma: When New Technologies Cause Great Firms to Fail

    "Once again, Jack Trout manages to get to the very heart of what makes companies great and what makes them fail. Unlike so many others, Jack seems to write with the CEO in mind-frank, straightforward, and dead on."-Rick Fersch, President and CEO, Eddie Bauer, Inc.

    "Jack Trout invented the modern marketing book-fast, furious, full of attitude and examples. He's pushed the boundaries even further this time, looking not only into the past but predicting some of the big losers of the next decade. This book should keep marketing veeps in large corporations awake walking the floor."-Sam Hill, author of 60 Trends in 60 Minutes

    "Everything Jack Trout writes makes so much sense."-John Schnatter, CEO, Papa John's International, Inc.

    "Learning from mistakes is the greatest gift you can get. Read this gift!"-Ken Blanchard, coauthor of The One Minute Manager and High Five!

    "You're holding the Aesop's (Business) Fables for this age of discontinuity. Jack Trout's observations ring true for EMC where we've managed to stay out of trouble by anticipating the next thing."-Mike Ruettgers, Executive Chairman, EMC

    "Understanding branding is the key to success. This book shows you how."-Harry Paul, coauthor of Fish!: A Remarkable Way to Boost Morale and Improve Results

    "It's `True Trout'-clear, concise, and actionable. It's the best book I've read on stewarding big brands in today's competitive environment."-Bob Waldron, President, Yoplait-Colombo

    "Nobody understands marketing and brand building like Jack Trout."-Bill Samuels, President and CEO, Maker's Mark Bourbon

  • 0471263036
  • 9780471263036
  • Jack Trout
  • 29 November 2002
  • John Wiley & Sons
  • Paperback (Book)
  • 223
  • New edition
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