About the book:
How can you be immensely successful for many years, and yet not be imitated by competitors? Impossible, you say. Not so. Virgin Atlantic, the Body Shop, Apple Computers, and Birkenstock they all achieved this status, and there are ample additional examples. They cracked the secret of successful differentiation that is not imitated and are adored by customers who think that they are incomparable. Dr. Dan Herman calls it an Unfair Competitive Advantage. It's not at all unethical. Everyone has a fair chance of attaining such an advantage including, every reader of this book.
There is a secret to successful differentiation that is not imitated. It is a psychological secret that has to do with the way your competitors think. Most marketers today are MBA graduates who tend to think and operate in typical and predictable ways - you might call them MBA Clones. You can take advantage of their biases and outsmart them. In this groundbreaking book, Dr. Dan Herman not only reveals the secret of successful differentiation that is not imitated but also supplies you with a comprehensive set of practical rules and tools that will enable you to make an unfair advantage your reality.
Dr. Herman, a competitive strategy consultant with vast global experience, a seasoned CMO in a large corporation, a branding professional and a businessman, does not tell you to 'think out of the box' as so many do he provides you with a new and comprehensive toolbox for success.
-- The secret of successful differentiation that is not imitated
-- How to scan methodically for both strategic and tactical opportunities for success
-- How to integrate a business model, a competitive strategy and a brand concept to create a unitary 'unique success formula' for your company
-- How to create marketing hits short meteoric successes
-- How to use electrifying marketing, just-on-desire branding and the brand drama approach to build emotionally powerful brands, and many other useful additions to your profit-generating arsenal of concepts and methods.
Using a plethora of examples from top businesses around the world, Dr. Herman offers a business oriented-point of view that is fresh and different, and even humorous at times. Even though this book will turn your thinking inside out, everything in it is practical and easily applicable in any kind of business.
This was another book that I thought would interest my husband, so when I was offered the chance to review this book, I took it. He read it and what follows is his review.
I have a simple rating for business books. It goes like this: Did I get something from the book that will increase my income by at least 5x the cost of the book. If so, then it was a worthwhile read.
I liked it. It’s not the most easy read, which I believe may have something to do with the fact that it’s translated into English, but it’s certainly not badly written. If you want to get a different viewpoint on customer/client psychology and have your ideas widened a little, then this is a book worth your time.
I’d give it a B.
Thanks to Pump Up Your Book Promotion for the opportunity to review this book. You can find out more about the book and the author, Dan Herman, here. You can purchase your own copy here.