Bøger af Austin McGhie

In this breakthrough book, marketing expert Austin McGhie urges readers to set aside their obsession with "branding" and instead focus on the real work of marketing: positioning. In fact, McGhie believes there's no marketing problem or opportunity that can't be framed as a positioning exercise. He argues that brands are a marketplace response, not a marketer's stimulus; if that response from the audience is simple, clear and on strategy, marketers can build a brand. Drawing on his 30-year career working with some of world's best-known brands, including Disney, ESPN, Nike, Google, Visa, Expedia, Best Buy, Microsoft, Anheuser-Busch, Abbott and YouTube, McGhie tackles the strategic essence of positioning and creating differentiated advantage. He deftly weaves the positioning discussion throughout the book with a series of real-life anecdotes to deliver a crisp, clear view of what it means to build a brand. McGhie has written a practical book that will guide and inspire marketers and in turn help them guide and inspire their audiences.

This book is for marketers. If you are selling anything—a product, a service, a company, an idea, a place, or a brand—you are a marketer.Part exploration and part exhortation, Find Your Difference is a unique collection of observations, case studies, and hard-earned lessons from marketing expert and BRAND Is a Four Letter Word author Austin McGhie.With humor and wisdom, McGhie makes the case for identifying your difference, highlights the importance of being distinctive, points out the “difference dampeners” that hold you back, and offers advice for creating real-world difference in business and in life. Here, you’ll learn:How to identify what makes your brand and products uniqueThe top ten things to consider as you pursue differenceA five-step plan for getting those around you prepared to “do different”No matter what you’re selling, difference is key to building an audience. This practical guide provides thought-provoking tips and strategies designed to challenge you, inspire you, and, most importantly, help you find your difference.