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Becoming a Category of One: How Extraordinary Companies Transcend Commodity and Defy Comparison

Joe Calloway. Becoming a Category of One: How Extraordinary Companies Transcend Commodity and Defy Comparison Authors:Joe Calloway.
Publisher:Wiley
Year:2003
Serie:
Pages:240
Sizes:
Price:12345 rub.
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Book Summary:
"In this no-nonsense guide to beating the competition, Calloway, a branding and competitive positioning consultant with clients like BMW and IBM, offers hope to companies confronting a constantly changing and increasingly competitive marketplace. Success, he says, lies in distinguishing yourself from others and forging emotional connections with customers. Before you do anything else, Calloway says, you must answer the question, "Who are you?" unambiguously and with fervor. If your response is vague and uninspiring, Calloway predicts failure, since a lame answer signals lack of vision, focus and commitment, elements he considers essential just to be in the running. An advocate of corporate language that reinforces company identity and motivates employees, Calloway shuns empty slogans and fashionable buzzwords. He snappily makes his point by asking what would have happened if Martin Luther King Jr. had proclaimed, "I Have a Strategic Plan" instead of "I Have a Dream." In no uncertain...

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