What's the secret to a company's continued growth and prosperity? Internationally known marketing expert Al Ries has the answer: focus. His comm... read full description
reviews
Jan 02, 2009
A must read if you're a branding or marketing professional at senior management level. There's nothing operational in this book. it's all about marketing strategy and how a single focus can propel a brand to stratospheric heights in the mind of the consumer.
The basic message of the book is that your brand needs to stand for ONE single thing in your consumer's mind. It reiterates that brands are nothing more than groups of attributes in people's minds and that a brand is nothing if it' More...
The basic message of the book is that your brand needs to stand for ONE single thing in your consumer's mind. It reiterates that brands are nothing more than groups of attributes in people's minds and that a brand is nothing if it' More...
Jan 04, 2012
Malek
rated it: 
This is a very handy book. It shows the power of focus in a business in terms of improving profitability. Like most business books, it makes its point through repetition and many many examples. You really get the message of the book from the introduction, but the reinforcement definitely helps to make the case and internalize it.
Jul 30, 2011
David
rated it: 
My good friend John Garies, Jr. gave me a copy of this book, and I have been hooked on the Ries marketing philosophy ever since. This is a great marketing book for anyone in management or marketing. Anything Al Ries and his former partner Jack Trout write is worth reading!
Apr 11, 2009
Austin
rated it:
This is a tremendous book. The only drawback may be that it is over-laden with examples to support its points. I found myself skimming some of the many case studies. The 1996 book's examples are also a bit dated, but everywhere there are predictions the book has been proven out. A must-read, along with E-Myth, for every mid-sized company!
Oct 13, 2009
Umar
rated it:
Great perspective on the success of companies that have focused and those who have not.
Apr 21, 2008
Colleen
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Couldn't we all use a little more of this. Great case studies from fortune 500 companies. Almost outdated.
Mar 26, 2008
Keith
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Wonderful book for branding, and creating strategy. It has been too long, and I need to read it again.
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