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Unique, Now or Never: The Brand is the Company Driver in the New Value Economy [Hardcover]

Jesper Kunde
4.0 out of 5 stars  See all reviews (1 customer review)

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Book Description

29 April 2002 0273659626 978-0273659624 1
"Let Kunde get into your mind, and you may just end up getting into your customer's mind!   A bravura performance from the undisputed Maestro of value positioning."   
                                                 Tom Peters, Palo Alto.
"Kunde, whose Corporate Religion has been a bestseller since 1997, is probably the best brand guru in Europe.  This is an elegantly written production that clarifies the enormous task facing business. 'You must have either a unique product, a unique shop, a unique service or a unique brand. If you have none of these you will vanish'."                                                   Book of the Week, The Sunday Times

Our parents valued products. Tangible, measurable, reassuringly solid things. Today, products are almost indistinguishable. Our generation of consumers focuses on attitude, emotional content and immaterial value. If you want to sell me a power drill, don't tell me how many watts the engine is; tell me how good I’ll feel when a set of shelves I’ve put up stays up. This is the new value economy.
Value differentiation is a crucial factor for success and the question on everybody's mind is simple: How do I stand out in the turmoil? What does it take to be unique? First you have to change your mindset. Always front a company with the brand - never ever the product.

Understanding the power of a unique brand gives value-driven companies an advantage in the market. Unique, Now or Never sets out four new tools for companies in the new value economy to achieve that advantage.

So ask yourself 

Do you have a unique company? If not - then change it

Do you work in a unique company? If not - then find one

Do you have a unique culture? If not - then build one



Product details

  • Hardcover: 352 pages
  • Publisher: Financial Times/ Prentice Hall; 1 edition (29 April 2002)
  • Language: English
  • ISBN-10: 0273659626
  • ISBN-13: 978-0273659624
  • Product Dimensions: 25 x 18.1 x 2.9 cm
  • Average Customer Review: 4.0 out of 5 stars  See all reviews (1 customer review)
  • Amazon Bestsellers Rank: 1,323,412 in Books (See Top 100 in Books)
  • See Complete Table of Contents

More About the Author

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Product Description

Review

"Kunde, whose Corporate Religion has been a bestseller since 1997, is probably the best brand guru in Europe.  This is an elegantly written production that clarifies the enormous task facing business. 'You must have either a unique product, a unique shop, a unique service or a unique brand. If you have none of these you will vanish'."                                                       Book of the Week, The Sunday Times

"Jesper Kunde is a name you can expect to see on the global business advisors’ marquee for a long time to come. The outspoken Danish marketing phenom is more in touch with exactly what it will take to create an energetic, encompassing, exciting, provocative, profitable and sustainable value position in the ‘new’ economy than anyone practicing today. His message to managers is ‘tough love’.

This book is not for the faint of heart. It is not for you unless you are ready to shed decades of marketing ‘wisdom’ and painstakingly build – in the spirit of a Nike, a Virgin, a Nokia – your essential value proposition. It is not for you unless you are prepared to organize your entire company into a focused system that supports and exudes the essence of whom you are and why what you offer to the world matters.

Let Kunde get into your mind, and you may just end up getting into your customers’ mind!   A bravura performance from the undisputed Maestro of Value Positioning’’.

                                                                                    Tom Peters, Palo Alto.
 

About the Author

Jesper Kunde has a Masters of Commerce from the Aarhus School Of Business.

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2 of 3 people found the following review helpful
4.0 out of 5 stars Reinventing the wheel? 23 Jan 2003
By A Customer
Format:Hardcover
A good book but I feel that Ries & Trout say it just as well and a lot shorter (and cheaper). The book really only relates to consumer marketing so as a B2B user it didn't give me the insights I needed. It also targets larger organisations so a small company, while indeed hoping for world domination, may not be in a position to adopt a global strategy. Some of what he says is very obvious, but I suppose thats the way it is with branding. Probably a great book for helping marketers convince skeptical directors about the value of branding. A minor point which became very irritating is that most of the diagrams appear on the following page meaning you constantly have to turn over the page to see what he's referring to.
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