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Becoming a category of one : how extraordinary companies transcend commodity and defy comparison / Joe Callowa.

By: Calloway, Joe [autor]
Publisher: Hoboken, N.J : ohn Wiley & Sons, ©2003Edition: 2nd edDescription: xiv, 223 páginas : ; 24 cmContent type: texto Media type: no mediado Carrier type: volumenISBN: 0471274046Subject(s): Benchmarking -- Gestión | Imagen corporativa | Mercadeo -- Productos de marcaDDC classification: 658.4013
We just decided to go -- The power of a cause -- Success means you know what used to work -- The commodity trap -- Your brand is everything -- The three rules -- The new customer reality -- Tiebreakers -- The heart of a category of one performer -- The future of category of one.
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Colección general 658.4013 C163 (Browse shelf) 2003 1 Available 0000049065
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Enhanced descriptions from Syndetics:

Learn how extraordinary companies do what they do so well, and obtain the tools and ideas you need to emulate them. Full of case studies and personal reflections by leaders of exceptional companies, this book is designed to help anyone transform their run-of-the-mill business into an extraordinary company-whether you operate a multinational corporation or a mom-and-pop shop. Calloway doesn't offer any mumbo-jumbo or flavor-of-the-day buzzwords, just simple lessons that lead to real, proven results.

Include index

We just decided to go -- The power of a cause -- Success means you know what used to work -- The commodity trap -- Your brand is everything -- The three rules -- The new customer reality -- Tiebreakers -- The heart of a category of one performer -- The future of category of one.

Table of contents provided by Syndetics

  • Preface (p. ix)
  • 1 We Just Decided to Go (p. 1)
  • 2 Know Who You Are (p. 24)
  • 3 Success Means You Know What Used to Work (p. 51)
  • 4 The Commodity Trap (p. 74)
  • 5 Your Brand Is Everything (p. 97)
  • 6 The Three Rules (p. 122)
  • 7 The New Customer Reality (p. 145)
  • 8 Case Study--Tractor Supply Company (p. 168)
  • 9 The Heart of a Category of One Performer (p. 195)
  • Index (p. 217)
  • About the Author (p. 223)

Reviews provided by Syndetics

Library Journal Review

Price, product, and even quality don't cut it anymore when it comes to rising above the competition. So says brand consultant Calloway, who offers an energetic piece on branding, company culture, and customers. He looks at the likes of Harley-Davidson, Starbucks, and lesser knowns such as the Nashville-based Tractor Supply Company to show how they have differentiated themselves by creating their own categories. Calloway advises companies to begin by figuring out who they are and what their corporate culture is like. He continues with a discussion of branding, explaining how customer perception of the company actually creates the brand. He then urges companies to break away from the pack by connecting with customers better than the competition does. Calloway includes ample real-world examples from his clients, and the customer-service experiences he cites from his personal and professional lives ring especially true. With companies scrambling to survive in this dicey economy, the book is apropos for all business collections.-Carol J. Elsen, Univ. of Wisconsin Lib., Whitewater (c) Copyright 2010. Library Journals LLC, a wholly owned subsidiary of Media Source, Inc. No redistribution permitted.

Publishers Weekly Review

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 terms, he asserts companies must pay close attention to each customer and focus marketing on individuals, not abstract demographics. Anyone spacing out while Calloway exhorts innovation and hard work to connect with the customer base in ways that Starbucks, Southwest Airlines and others have will hop to when he has a hypothetical customer ask, "Why should I do business with you?" A company without a compelling answer, Calloway believes, will see the customer go elsewhere. But Calloway emphasizes triumph is possible with disciplined application and provides case studies, interviews and anecdotes illustrating successful approaches for earning customer loyalty and for setting businesses apart in their fields. (Aug.) (c) Copyright PWxyz, LLC. All rights reserved

Author notes provided by Syndetics

Joe Calloway is a consultant on branding and competitive positioning. He speaks frequently on business trends, and has been inducted into the International Speaker's Hall of Fame. Joe owns an award-winning restaurant in Nashville, Tennessee, where he lives with his wife, Annette, and daughter, Jess

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