GABAL
Marken müssen bewusst Regeln brechen
… to be different. Foreword by Reiner Calmund (German, Chinese, Khmer)
- Publisher
- GABAL
- Published
- 2013
- ISBN
- 978-3-86936-512-1
- Languages
- German, Chinese, Khmer
- For
- Management, marketing and product leaders.
What it's about
Most brands don't fail for lack of budget. They fail from too much consensus. Trying to please everyone ends in mediocrity. The book shows how companies deliberately set themselves apart and use positioning as a growth strategy rather than a marketing exercise. Published by GABAL, translated into Chinese and Khmer.
Key ideas
Strong brands come from clear positioning. Not from consensus.
Nice is interchangeable. Edges are memorable.
Positioning is a growth decision, not an advertising question.
On stage
Keynote “Brands must break the rules”
As a keynote for kick-offs, leadership meetings and retreats.
Where to buy
