Becoming a Category of One: How Extradordinary Companies Transcend Commodity and Defy Comparison
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More About This Title Becoming a Category of One: How Extradordinary Companies Transcend Commodity and Defy Comparison
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JOE CALLOWAY is a consultant on branding and competitive positioning whose client list reads like a Who's Who in business—from newspapers in Sweden, hotels in Great Britain, and computer companies in South Africa to world brands like BMW and IBM. He speaks frequently on business trends and has been inducted into the International Speakers Hall of Fame.
English
Preface.
1. We Just Decided to Go.
2. Know Who You Are.
3. Success Means You Know What Used to Work.
4. The Commodity Trap.
5. Your Brand IS Everything.
6. The Three Rules.
7. The New Customer Reality.
8. Case Study—Tractor Supply Company.
9. The Heart of a Category of One Performer.
Index.
About the Author.
