A MUST READ FOR SERIOUS
"When Czerniawski and Maloney published their first book (Creating Brand Loyalty) over ten years ago, I was delighted to recommend it whole-heartedly-not just to marketers, but to anyone serious about building better, more competitive brands. COMPETITIVE POSITIONING, their sequel to that first book, is another must-read for serious brand-builders everywhere."
Leo Kiely, Chief Executive Officer,
MillerCoors Brewing Company
A BLUEPRINT FOR TAKING A PRODUCT TODAY AND TURNING IT INTO A LEADERSHIP BRAND FOR TOMORROW
“It’s easy to look at a successful brand and figure out what was done to get it there. It’s difficult to take a product that hasn’t yet attained a leadership position and put together a plan that will make it a successful brand. This book gives every marketer a blueprint for taking a product of today and turning it into a leadership brand for tomorrow.”
Andrew Langer, Chairman & Chief Creative Officer,
Roberts & Langer Advertising
BEST PRACTICES TO SUCCEED
IN BUILDING LEADERSHIP BRANDS
“COMPETITIVE POSITIONING not only captures the essence of “why” brand positioning is so important but lays-out those best practices needed to succeed in building leadership brands in this highly competitive, global marketplace. Richard and Mike have clearly articulated a global perspective and the importance to “think global, act local,” which is particularly important when tackling emerging markets. This book is absolutely essential not only for all brand marketers but also regulatory, legal and senior managers, who can lose their orientation when it comes to brand positioning and its importance in building leadership brands, and nurturing the livelihood of an enterprise.”
Roy Acosta, Vice President/Area President,
CAFE (Canada, Australia and the Far East), Alcon
BRAVO … FIRST CLASS TUTORIAL
“Once in a while you need to be reminded of the basics of effective marketing management in creating sustainable brands. We tend to ignore these proven principles thinking we already know them. In this book you get a first class tutorial on those basics that are essential to the success of your brand but augmented by a big dose of reality in the examples and analysis. Bravo!”
Sergio Zyman, Former Chief Marketing Officer,
The Coca-Cola Company, and Founder of the Zyman Group
FOR ANY BUSINESS PERSON WHO WANTS TO WIN
“Winning in business has always been about tireless, competent focus on the basics. COMPETITIVE POSITIONING is all about the “basic” that counts the most - your brand’s position in the consumer's mind. For any business person who wants to win in this competitive marketplace this is a must read!"
Don Knauss, Chairman,
STAND OUT FROM THE PACK
“COMPETITIVE POSITIONING replaces Richard and Mike’s earlier work, Creating Brand Loyalty, as the new guide for developing brands that stand out from the pack. It provides a thoughtful explanation of the ideas that lead to great positioning, but it is also a manual that leads you from thought to action. The wisdom and insight, born from real world experience will change the way you think about building sustained leadership. If you want to get ahead in marketing, read COMPETITIVE POSITIONING, and put its principles to practice.”
Stuart Raetzman, Vice President Global Marketing,
Alcon Laboratories, Inc.
A PATH TO THE HOLY GRAIL OF BUILDING BRAND EQUITY
“Insightful, pragmatic and a must read for any Marketer. Richard and Mike know their stuff and outline a path to the holy grail of building brand equity through COMPETITIVE POSITIONING.”
Scott Epskamp, President & Co-Founder of
RICHARD AND MIKE HAVE HIT IT
OUT OF THE PARK AGAIN …
“As the brand positioning masters they provide the fundamentals for developing strong positioning and the art of making it win and evolve in the increasingly dynamic marketplace. The role of a marketer has changed over the past decade -- and it's more difficult today. This practical book is a winning tool for all great marketing leaders in this challenging environment.”
Paul Smith, General Manager,
Global Consumer Marketing Shell Lubricants
“Richard and Mike have done it again. Their proven model for making positioning a powerful growth tool in your marketing arsenal is brilliant. This book clearly communicates that a pragmatic and diligent approach to competitive positioning can create a powerful relationship with the consumer that results in long-term brand value.”
Blake T. Waltrip, Vice President and Chief Marketing Officer,
A SUPERB LEAP … INDESPENSIBLE …
“The newest book from the Richard and Mike—COMPETITIVE POSITIONING—is a superb leap from their earlier text on the topic of positioning: Creating Brand Loyalty. It was through our clients that our Agency was first introduced to their consultancy, workshops, and their publications. And from the earliest encounters, we became instant fans. These master marketers put themselves squarely in the shoes of the marketing manager and provide practical, step-by-step guidance that is deceptively sophisticated, while remaining easily understood and implemented. I’m certain that their newest book will become as indispensable as the original.”
Elaine Eisen, President,
Corbett Worldwide Healthcare Communications
BREAK THE BARRIERS OF CONFORMITY
“Richard and Mike constantly break the barriers of conformity to engage and reinvent. Their writing speaks to my own desire to achieve marketing excellence and propels me to work harder and dare to try new approaches. In COMPETITIVE POSITIONING they've done it again, writing with a style and passion that captivate from the first and deliver through to the last pages of the book. COMPETITIVE POSITIONING goes deep into theory without feeling heavy, and delivers practical solutions through tangible, clear and instructive examples. I would recommend this and their previous book, Creating Brand Loyalty, to anyone with a passion or simply a curiosity about marketing.”
Gilberto Dalesio, Area Vice President,
Alcon Laboratories, Inc.
WILL HELP YOU RAISE THE BAR … TO ACHIEVE MARKETING EXCELLENCE
“COMPETITIVE POSITIONING identifies best practices for creating brand loyalty. The work, while profound, is written in a conversational tone and presented in such a way that make the learnings “stick” and become embedded in the marketer’s DNA. This book, through the practices, tools and processes Richard and Mike share, will help you raise the bar in your personal and organization’s journey to achieve marketing excellence.”
Charlotte E. Sibley, Senior Vice President Business Management,
A MUST HAVE (AND DO!)
"Czerniawski and Maloney have created a pragmatic, no-nonsense approach for achieving excellence in brand positioning. Brought to life with a treasure trove of real-world examples, COMPETITIVE POSITIONING is simply a “must have” (and do!) for all marketers aspiring to create world class brands."
Thomas H. Chetrick, Vice President,
Advertising & Marketing Services,
GIVE YOUR CAREER THE COMPETITIVE DIFFERENCE
“In a world of ‘sameness’ it’s not just products but also marketers who are perceived as being undifferentiated. Any marketing ‘professional’ who is looking to distinguish herself needs to be able to achieve success in building enduring brands. She would, therefore, do well to dive into this book since Richard and Mike provide a wealth of tools, key principles, and resources to gain an advantage in developing a competitive brand positioning strategy, the blueprint for the brand. Even using one or two of the ideas in this book may very well give your career the competitive difference that years of hard work might never achieve.”
Hank Provost, Vice President of Organizational Development
and Talent Management,
WhiteWave Foods Company
THE REAL DEAL … IT WORKS!
“COMPETITIVE POSITIONING is the real deal when it comes to developing leadership brands. It contributes best principles, practices, processes and tools. Working with Richard and Mike we have incorporated these into our European and Middle East operations. It has changed how we think and how we go to market to make us more competitive. It works regardless of category or country. It works!”
Dominique Boulet, Director Strategy & Business Development EMEA
Johnson & Johnson MDD
TWO OF THE WISEST SAGES …
“Richard Czerniawski and Mike Maloney have done it again. They have built upon the success and value of their previous book, CREATING BRAND LOYALTY and taken it to a whole new level with COMPETITIVE POSITIONING. Richard and Mike are two of the wisest marketing sages I have ever worked with and we are all fortunate to be on the receiving end of their collective wisdom.
Matt Seiden, President and CEO,
The Seiden Group, Advertising
SIMPLE, YET SO POWERFUL!
“The evolving media landscape and competitive marketplace has led many marketers to divert their focus to emerging media, integrated communications and new product introductions, leading us astray from job number one - creating a competitive positioning, the foundation of brand marketing. This book serves to refocus us all in the basic framework of and key principles in developing a competitive brand positioning. It is easy to read and understand. Simple, yet so powerful! I definitely recommend it to my marketing team and all who want to achieve an enduring competitive advantage.”
June Bu, Executive Marketing Director,
Johnson & Johnson Consumer Products, China
DIRECTION … FOR
MORE COMPETITIVE BRAND POSITIONING
“Creating brand value has to start with positioning. The complexity of doing business on a global basis requires quality time and effort in creating the right positioning. Richard and Mike are masters in this field and provide the direction and discipline for more competitive brand positioning.”
Chuck Inman, Global Marketing Director, Marketing Training,
THE CORNERSTONE FOR
SETTING UP YOUR BRAND FOR SUCCESS
"In an ever increasing crowded market place, the ability to effectively position a brand is the cornerstone of setting up your brand for success. The many practical tools and real world examples within "COMPETITIVE POSTIONING" provide critical insights into understanding the best way to approach positioning and enable every marketer to achieve "marketing excellence."
Lori Kaplan, Executive Director – Global Commercialization,
Bristol-Myers Squibb Company
TEXTBOOK (AND BIBLE)
"Creating Brand Loyalty" has been my textbook (and bible) for eight years. Now, with "COMPETITIVE POSITIONING," Richard and Mike have identified ways to operationalize everything. This new work brings concepts to life through loads of examples, analogies, and stories. Not just enlightening, but fun to read."
Bill Weintraub, Professor at University of Colorado,
Former CMO Kellogg, Tropicana, and Coors Brewing Company
INSPIRED A METAMORPHOSIS FOR OUR ORGANIZATION
"The principles we learned from COMPETITIVE POSITIONING inspired a metamorphosis for our organization. It changed not only what we communicate to customers, but also how we design new products and services going forward. It's no longer about how many features can be included in a product, but what brand positioning strategy will drive relevant, meaningful differentiation in the market to build a sustaining, leadership brand."
Laura Gustavson, Skeletal Health Business Leader,
GE Healthcare Lunar
BE A MORE POWERFUL COMPETITOR
“Be a more powerful competitor by reading COMPETITIVE POSITIONING! Being competitive starts with brand strategy and a single powerful competitive positioning - something Richard Czerniawski and Mike Maloney know and share from success on the battlefields of the most fierce marketing wars waged across the globe.”
Ron Hirasawa, Professor,
Lake Forest Graduate School of Management
DON’T READ THIS AT YOUR OWN PERIL!
“To all marketers I say, “Don’t read this at your own peril! This book cuts to the heart of brand positioning strategy and how to make it work to develop leadership brands. Sometimes marketers and their organizations see positioning as something to be draped over the product—like a wardrobe that reflects an identity. That’s branding, at best. COMPETITIVE POSITIONING is about much, much more. It defines and utilizes brand positioning as the strategic backbone and cerebral cortex that provides brand stature and direction. Thanks Richard and Mike for putting brand positioning in its proper context and sharing best practices on how to make it more competitive in today’s market.”
Sal Uglietta, President,
Med Partners Consulting
“This can really inspire all the marketers to become better in their discipline and strengthen their brands.”
Jan Bles, Managing Director,
INVALUABLE … TO BUILDING
A WINNING BRAND STRATEGY
“An invaluable text offering a practical guide to building a winning brand strategy. The real world examples and cases allow for the brand team to directly apply the best practices to their brand. The text’s focus on what and how to build a solid positioning for the brand is a must read for anyone touching the brand.”
Altaf Shamji, Executive Marketing Director,
I HAVE USED THIS BOOK AS A TEXTBOOK...
"I have used this book as a textbook for advertising development classes at both the undergraduate and graduate levels.
Built on the real-world marketing experience of the two authors, the book provides a road-map with practical tools and templates for developing and building strategic and competitive brand positioning.
I highly recommend the book. Students really appreciate the practical examples contained in the book, and find the templates easy to use and apply to cases and brand examples."
Eric Drouart, Associate Professor, McCormick Division of Business,
Southern Vermont College