June 19th 2010

Different. Escaping the competitive herd. Youngme Moon.

Red Bull's campaign car in Sweden. It is a Vol...
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Different. Escaping the competitive herd. Youngme Moon. 2010 ISBN 9780307460851. Sub sub head , Succeeding in a world where conformity reigns but exceptions rule.   This author has really nailed todays marketplace.  In her words, ” Differentiation is a way of thinking. It’s a mindset. Its a commitment  …It is not a tactic. It’s not a flashy advertising campaign; it’s not a sparkling new feature set “

I enjoyed her indentification of types of brands:

  • Todays vast all the same stuff, Minstrel marekting – the pursuit of maximally agreeable ( from Grant McCracken
  • Breakaway brands , like Swatch or AIBO
  • Reverse -positioned brands like Google
  • Hostile brands like Red Bull or Marmite

Her identification of aggressive competition and endless market data forces companies to become more and more alike as they pile more and more features ti create more

  • Hyatt-like hotels
  • Boring airlines
  • A plethora of choices for a TV

So that working like crazy to beat the competition does exactly the opposite – making the product mediocre and more like the competition.

If you are responsible for a product of any kind or want to become a more aware consumer, this is wonderful book for you. It starts differently, from the uneven cut pages,  and avant garde layout. Yet the content over delivers, with an easy insightful read, that will grip and hold your attention.  This is the 2010 marketing book so far.

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