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Price, product, and even quality don't cut it anymore when it comes to raising 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 (Library Journal, August 2003)
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. It 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.) (Publishers Weekly, June 23, 2003)
[this books is a] "no-nonsense guide to beating the competition." -- Publishers Weekly, June 23, 2003 --This text refers to an out of print or unavailable edition of this title.
...and once again Amazon charges more for the Kindle version than for the paper. Must be really expensive duplicating and pushing all those bits and bytes through the networks!Published 2 months ago by Michael Yurchenko
One of my got co books has and will be continue to be Indispensible. That being said I decided to read Category of One. The book is stimulating and fun to read. Read morePublished 8 months ago by Charles S. Barotz
I had the pleasure of seeing Joe Callaway speak in Dallas, and had to read his book. I was not disappointed. Easy to process, but game-changing if you're really paying attention. Read morePublished 10 months ago by Douglas Kruger
Great concept, and it was highly recommended. But, honestly, I am working hard to make it through the entire book. Read morePublished 10 months ago by S C Bean
Great quick reading book with lots of examples of how little to big things can set an organization apart and become a category of One in the minds of its customers. Read morePublished 16 months ago by Liz Weber
Joe Calloway doesn't really say anything new but he says it well. I read the entire book and felt it was a good read. Read morePublished 20 months ago by Richard D. Galbreath
The book was sort of a collection of the author's last 25 years experience in t eh customer service industry - A lot has changes since then and the publication (2009 I believe )... Read morePublished 21 months ago by Regina Barnard
The 3 things we must do in relationship with our customers to really stand out from the crowd is very insightful. Read morePublished 22 months ago by Ian Berry