Rating: 
Summary: Straight to the Point-What Companies should do to thrive and
Review: Prosper (Prosper is last word of title of review)
Time Pressured, Overloaded with Information and media outlets, and now Osamaed, Americans need to work and live more efficiently and exhuberantly than ever. How can you improve your business or learn to keep your company competitive in a short period of time? Take one to 1 1/2 hours to read: Big Brands, Big Trouble. It gets right to the point in offering the best advice for companies that want to grow and prosper, or at the very least, maintain their market share. There is no flowery language, textbook talk, academic lingo-only solid strategies based on years of experience working admidst the most well-known brands. Trout is not afraid to point out the mistakes of companies who spend millions of dollars on marketing programs and research yet move no further along in market share or stock value. See what happened to companies that were once on the Fortune 500 list but are now part of some amorphous holding company or conglomerate. What lessons can be learned from their mistakes? Easy to read, with a touch of humor, Big Brands Big Trouble provides concrete business strategies and actionable plans for the most busy among us. Jack Trout's intelligence and marketing savvy cuts through all jargon and provides the best business advice anyone working with any brand will need.
Rating:
Summary: Deliver a clear message-Perception is the most important!
Review: ¡§Big Brands Big trouble¡¨ is a very interesting and comprehensive book. This book explains several types of popular mistakes with different big brand cases, how to select a board of directors and how to be a good CEO. I think this book is suitable for anyone who is interested in Marketing or Branding because you could gain a lot of insight from it. After reading this book, you will understand why some brands cannot be established well even they have spent a lot money on advertising, introducing many new products.This book impress me the most is that Jack Trout illustrated all mistakes clearly by showing how the big brands, like Levis, Burger King, AT&T and Marks and Spencer made in the past. Then you may discover that some of the existing well-known brands are actually making mistakes for their marketing strategies. Moreover, you may get surprise that some of the popular marketing strategies, like line extension, benchmarking cannot promote your product, conversely, they will hurt your company seriously. So you must read this book if you want to surpass your competitors by using appropriate marketing strategies for your company. Overall speaking, this book is easy to read and understand because Jack Trout delivered a concise and important message in the book ¡V ¡§Marketing is a battle of perception, not product¡¨
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